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Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information

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Going against conventional marketing wisdom, Absolute Value reveals what really influences customers today and offers a new framework -- the Influence Mix, a totally new way of thinking about consumer decision making and marketing, and about developing more effective business strategies.

How people buy things has changed profoundly -- yet the fundamental thinking about consumer decision-making and marketing has not. Most marketers still believe that they can shape consumers' perception and drive their behavior. In this provocative book, Stanford professor Itamar Simonson and bestselling author Emanuel Rosen show why current mantras are losing their relevance. When consumers base their decisions on reviews from other users, easily accessed expert opinions, price comparison apps, and other emerging technologies, everything changes.

Absolute Value answers the pressing questions of how to influence customers in this new age. Simonson and Rosen point out the old-school marketing concepts that need to change and explain how a company should design its communication strategy, market research program, and segmentation strategy in the new environment. Filled with deep analysis, case studies, and cutting-edge research, this forward-looking book provides a totally new way of thinking about marketing.

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  • We started tracking this book on April 9, 2014.
  • This book was $16.99 when we started tracking it.
  • The price of this book has changed 145 times in the past 4,127 days.
  • The current price of this book is $1.99 last checked 15 hours ago.
  • The lowest price to date was $1.99 last reached on July 20, 2025.
  • This book has been $1.99 6 times since we started tracking it.
  • The highest price to date was $18.99 last reached on September 17, 2023.
  • This book has been $18.99 one time since we started tracking it.
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  • Text-to-Speech: Disabled
  • Lending: Disabled
  • Print Length: 256 Pages
  • File Size: 11 KB

We last verified the price of this book about 15 hours ago. At that time, the price was $1.99. This price is subject to change. The price displayed on the Amazon.com website at the time of purchase is the price you will pay for this book. Please confirm the price before making any purchases.