Knowingo
Try 7 days free
The cover of Absolute Value

Absolute Value

Itamar Simonson, Emanuel Rosen

Do brand, loyalty and positioning still move buyers who can read reviews and ask experts before they buy?

Get the app Read on the web

At a glance

Author
Itamar Simonson, Emanuel Rosen

Why read it

  • You will see why brand names and price tricks sway shoppers less when reviews and experts are a tap away
  • You will learn to match your message to the way your customers actually decide, rather than to old marketing rules
  • You will understand why the quality of the product itself counts for more as marketing counts for less

Who it is for

  • A marketer whose brand playbook feels out of date
  • A founder deciding where to spend a small budget
  • A shopper who trusts reviews more than ads

Contents

  1. INTRODUCTION
  2. I. THE SHIFT FROM RELATIVE TO ABSOLUTE
  3. 1 From Relative to Absolute
  4. 2 The Decline of “Irrationality”
  5. 3 New Patterns in Consumer Decision Making
  6. 4 Why We’re Bullish About Absolute Values
  7. II. HOW MARKETING CHANGES FOREVER
  8. 5 When Brands Mean Less
  9. 6 Satisfaction, Loyalty, and the Future of Past Experience
  10. 7 Absolute Diffusion: From Pinehurst to Pinterest
  11. 8 Pointless Positioning and Persuasion
  12. III. A NEW FRAMEWORK
  13. 9 The Influence Mix
  14. 10 Communication: Match Your Customers’ Influence Mix
  15. 11 Market Research: From Predicting to Tracking
  16. 12 Segment Evolution: From Susceptible to Savvy
  17. 13 The Future of the Absolute
  18. 14 Absolute Business: A Final Word

More books like this