Dimensions
152 x 229 x 23mm
In this provocative new book, marketing experts Simonson and Rosen argue that we have entered a new business era, The Age of the Absolute. Now, consumers can quickly verify the best price and determine the quality of any item via computer or mobile device, whether it’s finding the best price for a video game, the experience they’ll have at a restaurant, or the performance of an electronic gadget.
The implications of the shift to this new era are profound. Consumer irrationality is on the decline, and with it, the effectiveness of branding, positioning and emotional appeals. The way people make decisions is changing, and marketers are no longer hidden persuaders-their power is actually declining.
Simonson and Rosen describe this new trend, and offer an innovative framework-the Influence Mix-that will help the reader understand where the new rules apply Marketers must understand their current influence mix and be on the lookout for game-changing technologies that might transform the mix of their particular category.
It is one thing to notice that things are changing, but it’s quite another to go to the very roots of the change and explain its consequences. ABSOLUTE VALUE will help you understand the new environment that is emerging around us and the true and long term impact it will have on consumers and marketers.
