Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information

Going against conventional marketing wisdom, Absolute Value reveals what really influences customers today and offers a new framework—the Influence Mix, a totally new way of thinking about consumer decision making and marketing, and about developing more effective business 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’ perception and drive their behavior. In this provocative book, Stanford professor Itamar Simonson and bestselling author Emanuel Rosen show why current mantras 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. Absolute Value answers the pressing questions of how to influence customers in this new age. Simonson and Rosen point out 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 a totally new way of thinking about marketing.
ASIN: 0062215671
VSKU: RDV.0062215671.G
Condition: Good
Author/Artist:Simonson, Itamar|Rosen, Emanuel
Binding: Hardcover
Note: Any images shown are stock photographs and product may differ from what is shown.
Condition Notes: This book is in good condition with very minimal damage. This is an ex-library book with stickers and markings. Pages may have minimal notes or highlighting. Cover image on the book may vary from photo. Ships out quickly in a secure plastic mailer.