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

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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 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. New Read [ Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information ] Author [ Itamar Simonson ] For Kindle ePUB or eBook – kino-fada.fr Naturally, a book that argues that brands are going extinct caught my eye Fortunately for the sake of my career , the authors miss a crucial point about the role of brands that cripples this morbid hypothesis I ll get to that in a moment First their thesis In a nutshell, the the authors argue that than...This book was written in 2014 and is at a disadvantage when writing about , Yelp, Google and other review sites, as they change so quickly But in this case, it may be the opposite The authors believe that the idea of emotion over logic and even branding and loyalty may be diminished due to the power of internet reviews This really flies in the face of current thoughts on the power of emotions on decisions.Simonson and Rosen divide purchase choices into three ideas P is for previous This book was written in 2014 and is at a disadvantage when writing about , Yelp, Google and other review sites, as they change so quickly But in this case, it may be the opposite The authors believe that the idea of emotion over logic and even branding and loyalty may be diminished due to the power of internet reviews This really flies in the face of current thoughts on the power of emotion...This is an amazing book, highly recommended to marketers who have doubts and questions about traditional marketing practices Wow, this book cleared a lot of doubts in my head, old beliefs that still plague many organisations Really great insights and factual examples Amazing writersThe author thinks Brand name value is less powerful than other period Customer doesn t believe the information from the brand, They believe the truth They distinguish fake marketing treats from truth valueWell written, easy to read, but mostly common sense ideas about the new importance of product reviews and information over days of the past when branding and pretty advertisements heldweight Some gaping holes This book assumes reviews are a quality gauge for others, but he ignores the demographics of the reviewers themselves He mentions Yelp several times, but the 1 seafood restaurant in Chicago according to Yelp is at Navy Pier, which is a tourist trap the 1 steak restaurant is a Well written, easy to read, but mostly comm...I will use this framework to refine my work.The book had a bit sluggish start but evolved to a solid discussion Presented an interesting point of view about marketing as well as provided an useful framework for marketing.If youve ever used a GoodReads.com review to decide whether or not to read a certain book, youre one of the consumers Itamar Simonson and Emanuel Rosen discuss in their book Absolute Value What Really Influences Customers in the Age of Nearly Perfect Information In their book, the authors seek to portray how beliefs about marketing and decision making are changing due to the availability of reviews online Simply put, we, as consumers, are able to determine the absolute value of a product If you ve ever used a GoodReads.com review to decide whether or not to read a certain book, you re one of the consumers Itamar Simonson and Emanuel Rosen discuss in their book Absolute Value What Really Influences Customers in the Age of Nearly Perfect Information In their book, the authors seek to portray how beliefs about marketing and decision making are changing due to the availability of reviews online Simply put, we, as consumers, are able to determine the absolute value of a product mucheasily now because of all the information available to us This is changing marketing away from old strateg... Absolute Value What Really Influences Customers in the Age of Nearly Perfect Information by Itamar Simonson and Emanuel Rosen was chosen by Soundview Executive Book Summaries as one of the Top 30 Business Books of 2014.THE SOUNDVIEW REVIEW It used to be that if you were selling consumer goods your field of play was limited to the shelf space immediately to the right and left of your item People could compare packaging, price and quantity to determine if your item was worth their money and Absolute Value What Really Influences Customers in the Age of Nearly Perfect Information by Itamar Simonson and Emanuel Rosen was chosen by Soundview Executive Book Summaries as one of the Top 30 Business Books of 2014.THE SOUNDVIEW REVIEW It used to be that if you were selling consumer goods your field of play was limited to t...This is a review from of the book from the perspective of a value investor trying to learnabout power of brands.Strong consumer brands of inexpensive, high volume items provide some of the most reliable abnormal returns on capital, which can be also rewarding to long term shareholders, especially those able to further take advantage of the predictability of returns Think Coca Cola and its march towards millio...The authors reveal their new marketing and branding framework based on the influence mix This is whether customer segments are most influenced by P prior knowledge , M marketers , or the amorphous O others, which includes reviews, word of mouth, recommendations Their premise is thatandindustries are becoming O industries because the availability of real information direct from consumers about a product s quality and product experiences is growing rapidly This means that The authors reveal their new marketing and branding framework based on the influence mix This is whether customer segments are most influenced by P prior knowledge , M marketers , or the amorphous O others, which includes reviews, word of mouth, recommendations Their premise is thatandindustries are becoming O industries because the availability of real information direct from consumers about a product s quality and product experiences is growing rapidly This means that consumers are muchlikely to know before making a purchase decision exactly how they will feel about a product They no longer need brand names or marketing messages to tell them how they might feel The key is to determine how big of a role O plays for your customer segments, to monitor that in an ongoing way, and to build your marketing strategy accordingly.I found the authors perspective pretty intuitive and refreshing and like that they weren t over the top and sensationalizing in the way they presented After al...

Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information
  • English
  • 04 November 2018
  • Hardcover
  • 256 pages
  • 0062215671
  • Itamar Simonson
  • Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information