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作者 Simonson, Itamar, author
書名 Absolute value : what really influences customers in the age of (nearly) perfect information / Itamar Simonson and Emanuel Rosen
出版項 New York, NY : HarperBusiness, an imprint of HarperCollinsPublishers, [2014]
國際標準書號 9780062215673
0062215671
book jacket
館藏地 索書號 處理狀態 OPAC 訊息 條碼
 傅斯年圖書館西文圖書區  HF5415 S611 2014    在架上    30530001214097
版本 First edition
說明 xv, 232 pages ; 24 cm
text rdacontent
unmediated rdamedia
volume rdacarrier
附註 Includes bibliographical references (pages 195-219) and index
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
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
Verbraucherverhalten. gnd
Markenpolitik. gnd
Kundenorientierung. gnd
Kundenmanagement. gnd
Markenartikel. gnd
Alt Author Rosen, Emanuel, author
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