Absolute value : what really influences customers in the age of (nearly) perfect information / Itamar Simonson and Emanuel Rosen.
Material type:
TextPublication details: New York, NY : HarperBusiness, [2014]Description: xv, 232 pages ; 22 cmISBN: - 9780062356864(pbk.)
- 658.8 SIM
| Item type | Current library | Collection | Call number | Status | Date due | Barcode | |
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H.T. Parekh Library | SIAS Collection | 658.8 SIM (Browse shelf(Opens below)) | Available | K5450 | ||
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H.T. Parekh Library | GSB Collection | 658.8 SIM (Browse shelf(Opens below)) | Available | B3033 |
Rs.399/-
Gratis
Includes bibliographical references (pages 195-219) and index.
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.
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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