Emanuel Rosen es un célebre autor cuyo trabajo profundiza en la dinámica de cómo se propagan las ideas y ganan tracción. Su escritura explora los intrincados mecanismos detrás de la influencia y el comportamiento del consumidor, ofreciendo perspectivas perspicaces sobre el mercado moderno. Con una formación arraigada tanto en marketing creativo como en rigor académico, Rosen tiende un puente entre la aplicación práctica y la comprensión teórica. Su estilo atractivo hace que los conceptos complejos sean accesibles, posicionándolo como un líder de opinión en la comprensión de la comunicación y la persuasión contemporáneas.
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.
Eine Familie kämpft um Identität und Würde