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Absolute Value

Autor: Rosen, Emanuel
Simonson, Itamar

Editorial: Harper Collins

Formato:Tapa Dura
Precio de Lista:$27.99
Nuestro Precio:$2.19 (92% Descuento) USD
Stock:145

Resumen:

Absolute Value :

Going against conventional wisdom, Absolute Value reveals what really influences customers today and offers a new framework--the Influence Mix--for thinking about consumer decision making, which should help managers develop more effective marketing strategies.

How people buy things has changed profoundly--yet the fundamental thinking about consumer decision making and marketing has not. Most marketers still believe that they can shape consumers' perceptions and drive their behaviors. In this provocative book, Stanford professor Itamar Simonson and best-selling author Emanuel Rosen show why current mantras about branding and loyalty are losing their relevance. When consumers base their decisions on reviews from other users, easily accessed expert opinions, price comparison apps, and other emerging technologies, everything changes. Contrary to what we frequently hear, consumers will (on average) make better choices and act more rationally.

Absolute Value answers the pressing question of what influences customers in this new age. Simonson and Rosen identify the old-school marketing concepts that need to change and explain how a company should design its communication strategy, market research program, and segmentation strategy in the new environment. Filled with deep analysis, case studies, and cutting-edge research, this forward-looking book provides an entirely new way of thinking about marketing.


Categoría   Sub-Categoría
Negocios y Economia   General
Negocios y Economia   Marketing

ISBN 13:9780062215673
ISBN 10:0062215671
Formato:Tapa Dura
Idioma:Inglés
Páginas:232
Tamaño:9.37" l x 6.32" w x 0.99" h
Edades:
Grado:

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