Introduction |
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ix | |
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I THE SHIFT FROM RELATIVE TO ABSOLUTE |
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1 From Relative to Absolute |
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3 | (15) |
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2 The Decline of "Irrationality" |
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18 | (15) |
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3 New Patterns in Consumer Decision Making |
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33 | (11) |
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4 Why We're Bullish About Absolute Values |
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44 | (15) |
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II HOW MARKETING CHANGES FOREVER |
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59 | (18) |
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6 Satisfaction, Loyalty, and the Future of Past Experience |
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77 | (12) |
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7 Absolute Diffusion: From Pinehurst to Pinterest |
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89 | (12) |
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8 Pointless Positioning and Persuasion |
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101 | (14) |
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115 | (18) |
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10 Communication: Match Your Customers' Influence Mix |
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133 | (14) |
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11 Market Research: From Predicting to Tracking |
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147 | (16) |
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12 Segment Evolution: From Susceptible to Savvy |
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163 | (10) |
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13 The Future of the Absolute |
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173 | (11) |
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14 Absolute Business: A Final Word |
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184 | (9) |
Acknowledgments |
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193 | (2) |
Notes |
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195 | (26) |
Index |
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221 | |