About the Summary

Itamar Simonson and Emanuel Rosen show why consumer behavior has changed while fundamental thinking about marketing has not. Absolute Value answers the question of what influences customers in this new age and describes how a company should design its communication strategy, market research program, and segmentation strategy in order to adopt a new way of thinking about marketing in this new environment.

In This Summary, You Will Learn:

  • The key differences between relative and absolute value.
  • How technology and social media have changed consumer decision making.
  • To create the right strategies based on the Influence Mix driving your business.
  • Why current beliefs about shaping consumer perception are losing relevance.
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