Are you an old-school or new-age marketer? Do you still depend on massive advertising budgets to create awareness of the products and services under your management or do you know how to properly use the internet to achieve your awareness and sales forecast goals? Do you know what influences people to buy your product or service and how that is really done in today’s internet world or have you been largely guessing, knowing the internet is somehow important…but not quite sure how. Now you can have the answers. Authors,  Itmar Simonson and Emanuel Rose, will teach you how to harness the internet to your marketing advantage. Their recent research was published in a book titled, ABSOLUTE ADVANTAGE.For the first time in history, consumers have the tools to assess the absolute value of virtually anything they buy: review sites, price comparison apps and online experts now allow customers to make decisions based on almost perfect information instead of irrational perception.

This new level of transparency makes customers far less susceptible to manipulation than ever before. And the implication for marketers is that branding, positioning and customer loyalty are losing relevance.

ABSOLUTE VALUE by Stanford professor Itamar Simonson and bestselling author Emanuel Rosen exposes how today’s new information environment demands nothing less than a total marketing overhaul to influence today’s informed consumer.

The authors reveal such surprising trends as:

  • The major impact of Yelp on the revenues of restaurants, retailers and other businesses
  • How ASUS gained significant share of the laptop market without investing in branding
  • Why fake customer reviews won’t matter much in the long run.
  • Why even Apple’s future is at risk if its product reviews don’t live up to its haloed brand
  • How “loyal” customer followings can quickly abandon brands like Samsung in droves
  • Why today’s consumers are less likely to make irrational choices than ever before.

To help any business adapt to the approaching era, the authors introduce the Influence Mix — a new framework to determine where products fall within today’s evolving customer decision making process.  This model allows marketers to identify the right mix of sources that really influence customers, and to plan new marketing strategies around them.

Welcome to the an education of great value in the new school of marketing for today’s internet age: ABSOLUTE VALUE. [Click here for a direct link to Amazon.com for:  ABSOLUTE VALUE by Itmar Simonson and Emanuel Rose. Harper Collins. 2014.]

 

Emanuel Rosen is the author of the national bestseller The Anatomy of Buzz. He was previously VP of Marketing at Niles Software, where he launched EndNote. His work has been featured in Time, Advertising Age and CNN.

Emanuel Rosen is the author of the national bestseller The Anatomy of Buzz. He was previously VP of Marketing at Niles Software, where he launched EndNote. His work has been featured in Time, Advertising Age and CNN.

 

Itamar Simonson co-author of Absolute Value

Itamar Simonson is the Sebastian S. Kresge Professor of Marketing at the Graduate School of Business, Stanford University. His award-winning work has been featured in The New York Times, and Washington Post.