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

by Itamar Simonson and Emanuel Rosen

Book Overview

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...

• Format: Hardcover
• Language: English
• ISBN: 0062215671
• ISBN13: 9780062215673
• Release Date: February 2014
• Publisher: HarperBusiness
• Length: 232 Pages
• Weight: 0.97 lbs.
• Dimensions: 0.9" x 6.2" x 9.3"