Absolute value : what really influences customers in the age of (nearly) perfect information. Summary

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. I: The shift from relative to absolute. From relative to absolute ; The decline of "irrationality" ; New patterns in consumer decision making ; Why we're bullish about absolute values II: How marketing changes forever. When brands mean less ; Satisfaction, loyalty, and the future of past experience ; Absolute diffusion : from Pinehurst to Pinterest ; Pointless positioning and persuasion III: A new framework. The influence mix ; Communication : match your customers' influence mix ; Market research : from predicting to tracking ; Segment evolution : from susceptible to savvy ; The future of the absolute ; Absolute business : a final word. Filled with deep analysis, case studies, and cutting-edge research, this forward-looking book presents a totally new way of thinking about consumer decision making and marketing, and about developing more effective business strategies. -- Edited summary from book Offering A New Framework Called The Influence Mix, A Forward-looking Marketing Guide Shows How To Influence Customers In This New Age And Environment Through Updated Communication Strategies, Market Research Programs, And Segmentation Strategies.