Emanuel Rosen is a celebrated author whose work delves into the dynamics of how ideas spread and gain traction. His writing explores the intricate mechanisms behind influence and consumer behavior, offering insightful perspectives on the modern marketplace. With a background rooted in both creative marketing and academic rigor, Rosen bridges the gap between practical application and theoretical understanding. His engaging style makes complex concepts accessible, positioning him as a thought leader in understanding contemporary communication and persuasion.
Focusing on the evolution of word-of-mouth marketing, this revised edition serves as a comprehensive guide for navigating the digital landscape. It offers fresh insights and strategies tailored to contemporary online platforms, ensuring marketers can effectively leverage consumer conversations. The handbook emphasizes the importance of authenticity and engagement in fostering brand loyalty and includes updated case studies and practical tips for implementation in today's fast-paced environment.
Strategies for creating and sustaining effective word-of-mouth campaigns drawing from more than 150 interviews with exucutives, marketing leaders, and researchers who have successfully built buzz for major brands.
"Through a wide range of solutions and case studies from the coalface, Connected Marketing demystifies viral, buzz and word of mouth marketing and demonstrates that managing successful connected marketing activity is possible through an organized series of decisions and approaches - it's not a hit-or-miss quest for that one groundbreaking idea."--BOOK JACKET.
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.
El consumidor ha cambiado su forma de tomar decisiones de compra. El marketing tiene que cambiar o será ineficiente. El valor absoluto es la suma de variables que considera el consumidor al momento de optar por una compra Yendo en contra de la sabiduría convencional del marketing, Valor absoluto nos muestra qué es lo que realmente influye en la decisión de compra de los consumidores y nos provee de un nuevo marco para desarrollar nuestras estrategias de negocios. La forma en la que la gente compra ha cambiado profundamente, pero la forma en que se promociona el producto no lo ha hecho. La mayoría cree que aún puede dirigir la percepción de los consumidores con trucos y publicidad. En este libro los autores nos muestran por qué están perdiendo relevancia esas técnicas. Valor absoluto da respuesta a las preguntas más importantes acerca de cómo influir en los consumidores en esta nueva era. Los viejos conceptos de marketing han cambiado y se necesitan nuevas estrategias de comunicación. Lleno de casos de estudio reales y múltiples investigaciones este libro provee información esencial sobre el futuro del marketing.
Eine Familie kämpft um Identität und Würde