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