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Index
Dedication
Contents
Introduction
I. THE SHIFT FROM RELATIVE TO ABSOLUTE
1 From Relative to Absolute
2 The Decline of “Irrationality”
3 New Patterns in Consumer Decision Making
4 Why We’re Bullish About Absolute Values
II. HOW MARKETING CHANGES FOREVER
5 When Brands Mean Less
6 Satisfaction, Loyalty, and the Future of Past Experience
7 Absolute Diffusion: From Pinehurst to Pinterest
8 Pointless Positioning and Persuasion
III. A NEW FRAMEWORK
9 The Influence Mix
10 Communication: Match Your Customers’ Influence Mix
11 Market Research: From Predicting to Tracking
12 Segment Evolution: From Susceptible to Savvy
13 The Future of the Absolute
14 Absolute Business: A Final Word
Acknowledgments
Notes
Index
About the Authors
Also by Emanuel Rosen
Credits
Copyright
About the Publisher
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