Absolute Value

Absolute Value

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Simonson, Itamar | Rosen, Emanuel HarperCollins Publishers, 2014 Audio summary available
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IN THIS SUMMARY

In Absolute Value, Itamar Simonson and Emanuel Rosen describe how consumer decision making has been dramatically altered by the availability of information from review sites, expert assessments, social media recommendations, and other sources. These new information sources allow customers to assess the quality of a product or service, and reach better decisions without relying on proxies for quality such as a brand name, prior satisfaction with other products by that brand, or the reputation of the country where the product was manufactured. This trend will require marketers and business planners to reevaluate their thinking and devise strategies more closely attuned to an environment where consumers are less influenced by the marketing techniques of the past.