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.
|Edition description:||New Edition|
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About the Author
Itamar Simonson is the Sebastian S. Kresge Professor of Marketing at the Graduate School of Business, Stanford University. His award-winning work has been featured in the New York Times, the Washington Post, and many other outlets worldwide. He has been recognized as one of the world's leading authorities on consumer decision making.
Emanuel Rosen is the author of the national bestseller The Anatomy of Buzz. He was previously vice president of marketing at Niles Software, where he launched the company's flagship product, EndNote. Rosen started his career in marketing as an award-winning copywriter. His books are available in twelve languages.
Table of Contents
I The Shift from Relative to Absolute
1 From Relative to Absolute 3
2 The Decline of "Irrationality" 18
3 New Patterns in Consumer Decision Making 33
4 Why We're Bullish About Absolute Values 44
II How Marketing Changes Forever
5 When Brands Mean Less 59
6 Satisfaction, Loyalty, and the Future of Past Experience 77
7 Absolute Diffusion: From Pinehurst to Pinterest 89
8 Pointless Positioning and Persuasion 101
III A New Framework
9 The Influence Mix 115
10 Communication: Match Your Customers' Influence Mix 133
11 Market Research: From Predicting to Tracking 147
12 Segment Evolution: From Susceptible to Savvy 163
13 The Future of the Absolute 173
14 Absolute Business: A Final Word 184