Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information
“Absolute Value brilliantly describes a world which threatens to disrupt conventional ideas about branding and marketing. Companies that seek only to persuade will be replaced by those that truly seek to serve the real needs of the customer.” (Tim Brown, CEO of IDEO)“Pay attention to this book. It offers important insights into changing consumer behavior and presents new rules for success in the marketplace of the future.” (Ravi Dhar, Director of the Center for Customer Insights at the Yale School of Management; George Rogers Clark Professor of Management and Marketing)“Marketing is changing more rapidly than ever. InAbsolute Value, Simonson and Rosen provide a uniquely comprehensive and insightful look into the new consumer world. It provides an invaluable roadmap as to where marketing is going, challenging conventions and many so-called best practices in the process.” (Kevin Lane Keller, Executive Director of the Marketing Science Institute. E.B. Osborn Professor of Marketing, Tuck School of Business)“Simonson and Rosen marshal fact and provocative argument to explain why the radical transparency of the internet undermines touchstones of traditional marketing as basic as segmentation, positioning, and even brand. Every marketer is going to have to read this book.” (Chip Heath, co-author ofMade to Stick, SwitchandDecisive, Professor of Organizational Behavior, Stanford Graduate School of Business)“A smart, incisive and compelling must-read for marketers who want to understand how technology is making shoppers more smart and savvy.” (Forbes.com)