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Absolute Value
Author: Emanuel Rosen

ISBN: 9780062215673
Format: Hardcover
Number Of Pages: 256
Published: 4 February 2014
Country of Publication: US
Dimensions (cm): 23.9 x 16.1 x 2.3
Description:


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 behaviours.

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 marketi...

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