| Description |
1 online resource (1 volume) |
| Contents |
I: The shift from relative to absolute. From relative to absolute ; The decline of "irrationality" ; New patterns in consumer decision making ; Why we're bullish about absolute values -- II: How marketing changes forever. When brands mean less ; Satisfaction, loyalty, and the future of past experience ; Absolute diffusion : from Pinehurst to Pinterest ; Pointless positioning and persuasion -- III: A new framework. The influence mix ; Communication : match your customers' influence mix ; Market research : from predicting to tracking ; Segment evolution : from susceptible to savvy ; The future of the absolute ; Absolute business : a final word |
| Summary |
Offering a new framework called the influence mix, a forward-looking marketing guide shows how to influence customers in this new age and environment through updated communication strategies, market research programs, and segmentation strategies |
| Bibliography |
Includes bibliographical references and index |
| Notes |
English |
|
Online resource; title from title page (Safari, viewed February 29, 2016) |
| Subject |
Marketing.
|
|
Marketing
|
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marketing.
|
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Marketing.
|
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Verbraucherverhalten
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Markenpolitik
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Kundenorientierung
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Kundenmanagement
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Markenartikel
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| Form |
Electronic book
|
| Author |
Rosen, Emanuel (Manu), 1953- author
|
| ISBN |
006221568X |
|
9780062215680 |
|
0062215671 |
|
9780062215673 |
|
