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

By Itamar Simonson, Emanuel Rosen

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."



    REVIEW QUOTES
"Marketing is changing more rapidly than ever. In "Absolute Value", Simonson and Rosen provide a uniquely comprehensive and insightful look into the new consumer world. It provides an invaluable roadmap as to where marketing is going, challenging conventions and many so-called best practices in the process."--Kevin Lane Keller, Executive Director of the Marketing Science Institute. E.B. Osborn Professor of Marketing, Tuck School of Business
"Absolute Value brilliantly describes a world which threatens to disrupt conventional ideas about branding and marketing. Companies that seek only to persuade will be replaced by those that truly seek to serve the real needs of the customer."--Tim Brown, CEO of IDEO



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ISBN: 9780062215673

About the Hardcover

Publisher HarperBusiness
Publish date 02/04/2014
Pages 232
ISBN-13 9780062215673
ISBN-10 0062215671
Language English

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