| 版本 |
First edition |
| 說明 |
xv, 232 pages ; 24 cm |
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text rdacontent |
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unmediated rdamedia |
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volume rdacarrier |
| 附註 |
Includes bibliographical references (pages 195-219) and index |
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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 |
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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 |
| 主題 |
Marketing
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Verbraucherverhalten. gnd
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Markenpolitik. gnd
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Kundenorientierung. gnd
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Kundenmanagement. gnd
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Markenartikel. gnd
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| Alt Author |
Rosen, Emanuel, author
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