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

By: Contributor(s): Publication details: New York Harper Business 2014Description: xv, 232 pISBN:
  • 9780062356864
Subject(s): DDC classification:
  • 658.8 S4A2
Summary: In this provocative new book, marketing experts Simonsonand Rosen argue that we have entered a new businessera, The Age of the Absolute. Now, consumers can quicklyverify the best price and determine the quality of any itemvia computer or mobile device, whether it's finding the bestprice for a video game, the experience they'll have at arestaurant, or the performance of an electronic gadget. Theimplications of the shift to this new era are profound. Consumerirrationality is on the decline, and with it, the effectivenessof branding, positioning and emotional appeals. The waypeople make decisions is changing, and marketers are nolonger hidden persuaders-their power is actually declining.Simonson and Rosen describe this new trend, and offer aninnovative framework-the Influence Mix-that will help thereader understand where the new rules apply Marketers mustunderstand their current influence mix and be on the lookoutfor game-changing technologies that might transform the mixof their particular category.It is one thing to notice that things are changing, but it's quiteanother to go to the very roots of the change and explainits consequences. The Age of the Absolute will help youunderstand the new environment that is emerging around usand the true and long term impact it will have on consumersand marketers.(http://www.infibeam.com/Books/absolute-value-emanuel-rosen-itamar-simonson/9780062356864.html)
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Item type Current library Item location Collection Shelving location Call number Status Date due Barcode
Books Vikram Sarabhai Library Rack 39-B / Slot 2250 (2nd Floor, East Wing) Non-fiction General Stacks 658.8 S4A2 (Browse shelf(Opens below)) Available 189243

In this provocative new book, marketing experts Simonsonand Rosen argue that we have entered a new businessera, The Age of the Absolute. Now, consumers can quicklyverify the best price and determine the quality of any itemvia computer or mobile device, whether it's finding the bestprice for a video game, the experience they'll have at arestaurant, or the performance of an electronic gadget. Theimplications of the shift to this new era are profound. Consumerirrationality is on the decline, and with it, the effectivenessof branding, positioning and emotional appeals. The waypeople make decisions is changing, and marketers are nolonger hidden persuaders-their power is actually declining.Simonson and Rosen describe this new trend, and offer aninnovative framework-the Influence Mix-that will help thereader understand where the new rules apply Marketers mustunderstand their current influence mix and be on the lookoutfor game-changing technologies that might transform the mixof their particular category.It is one thing to notice that things are changing, but it's quiteanother to go to the very roots of the change and explainits consequences. The Age of the Absolute will help youunderstand the new environment that is emerging around usand the true and long term impact it will have on consumersand marketers.(http://www.infibeam.com/Books/absolute-value-emanuel-rosen-itamar-simonson/9780062356864.html)

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