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

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

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SKU: SONG0062215671
Brand: Brand: HarperBusiness
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Going against conventional marketing wisdom, Absolute Value reveals what really influences customers today and offers a new frameworkthe 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 profoundlyyet the fundamental thinking about consumer decisionmaking 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 oldschool 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 cuttingedge research, this forwardlooking book provides a totally new way of thinking about marketing.

⚠️ WARNING (California Proposition 65):

This product may contain chemicals known to the State of California to cause cancer, birth defects, or other reproductive harm.

For more information, please visit www.P65Warnings.ca.gov.

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