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

Itamar Simonson , Emanuel Rosen
2.0 von 5 Sternen  Alle Rezensionen anzeigen (2 Kundenrezensionen)

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Produktbeschreibungen

Pressestimmen

“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. In Absolute 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 of Made to Stick, Switch and Decisive, 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)

Kurzbeschreibung

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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Format:Gebundene Ausgabe|Verifizierter Kauf
... nach 50 Seiten ist alles gesagt! Die Thesen und Ansätze sind gut aufbereitet und anschaulich beschrieben, jedoch frage ich mich wozu die restlichen 150 Seiten geschrieben wurden. Da wiederholt sich der Inhalt aus verschiedenen Blickwinkeln und es fällt schwer das Buch bis zum Schluss durchzulesen. Für zielorientierte Leser: Lest den Anfang! Für clevere Verlage: bringt eine Kurzversion im Taschenbuchformat raus.
War diese Rezension für Sie hilfreich?
2.0 von 5 Sternen wichtiges buch für marketer 15. Mai 2014
Von ami
Format:Gebundene Ausgabe|Verifizierter Kauf
emanuel rosen hat schon einmal ein standardwerk verfasst (the anatomy of buzz) -- dieses hier soll online marketern helfen, zu verstehen wodurch kunden bei der kaufentscheidung beeinflusst werden.

die drei wichtigsten erkenntnisse:
1- es werden (wohl) weniger rezensionen gefälscht als angenommen. darf angezweifelt werden, aber wenn man sich anschaut wie rigoros manche anbieter (z.b. yelp nach der übernahme von qype) "verdächtige rezensionen" löschen, denke ich auch dass es nicht mehr als 10-15% sind. selbst wenn man diese rezensionen mit einbezieht, verfälschen sie angeblich kaum das ergebnis.
2- schlechte bewertungen sind NICHT immer schädlich. im gegenteil: wenn z.b. bei einer einfachen consumer camera angegeben wird "leicht zu bedienen, aber eine kamera mit 5 megapixel ist für mich als profi fotograf völlig ungeeignet" - sagt eher etwas positives FÜR EINE EINFACHE kamera aus. viele leute achten ohnehin eher darauf, ob ein rezensent so denkt wie sie selbst und lesen bei einem produkt mit 30 sehr guten bewertungen und 3 sehr schlechten bewertungen welche rezensionen? genau.
3- kunden achten bei vielen produkten auf den *absoluten* wert, man vergleicht (aufgrund der distanz) in erster linie fakten mit fakten. dadurch wird der kunde bei neuanschaffungen häufig illoyal, weil er eben weniger darauf achtet ob da jetzt samsung oder LG oder apple auf dem gerät steht, sondern was andere kunden (=glaubwürdiger) darüber sagen.

aber, und das ist fast mal wieder logisch für solch ein buch: es gibt natürlich auch produkte, die nicht so stark von bewertungen abhängig sind, d.h. für manche produkte wie z.b.
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Die hilfreichsten Kundenrezensionen auf Amazon.com (beta)
Amazon.com: 3.7 von 5 Sternen  24 Rezensionen
9 von 10 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen This book probably should have been titled: The New Influence Mix! 13. Februar 2014
Von Jeff Lippincott - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
I liked this book. I can't go so far as to say I loved it. It was short, it was kinda poorly organized, and I didn't find it to be super clear in its message. However, the “overall take” from this little tome is that marketing is not nearly as complicated nor expensive as it used to be before the Age of the Internet that brought along product review sites such as Amazon and Yelp.

I thought the meat of the book had to do with how the Influence Mix that marketers have to work their product or service into has changed. Marketers used to spend tons of money on developing brands, creating positions, and maintaining customer loyalty. It really is refreshing to learn that those days are pretty much gone – at least if you are earning your pay as a marketer. And now the marketer has to worry about finding where the demand is for a product or products, and what a fair price is for that product, and make sure that product gets reviewed positively on the various product review sites and via social media outlets.

Do I care about the latest book from a particular author today? Probably not. What I care about is the last book I really enjoyed and I want recommendations of other books that will give me a similar experience. I'm placing much more emphasis on the review site to help me find what I want rather than a brand or position.

Am I looking for absolute value. Not always, and usually no. I am looking for good value for a fair price. This is something I thought the book fell a little short on. I would have rather had the book titled “The New Influence Mix.” I don't think “Absolute Value” was really what the book was all about. I would have liked less of chapters 1-8 and more in-depth analysis of chapters 9-14. But I think the book is definitely worth a read by someone keeping up in marketing trends. It's not just an OK book. 4 stars!
9 von 10 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen A Good Point, but Should Have Been Condensed To an Article 5. Februar 2014
Von Loyd E. Eskildson - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
Consumers often used past experience, brand image, price, and country of origin as proxies for quality in the past. Today we can find much better information on review sites - Internet reviews (Amazon, CNET, Facebook, Yelp) and magazines such as Consumer Reports. Thus, consumers are less hesitant to try something new, lowering barriers to entry for new firms and professionals.

Habitual purchases generally aren't influenced by others' opinions - milk, luxury goods (appeal to buyer emotions rather than utility, so reviews aren't a big factor), as well as chain restaurants (consumers already know what to expect, so not likely to turn to reviews). However, many consumers conduct extensive research on cars (Consumer Reports), independent restaurants, and electronics (especially for lesser-known brands). Products for which reviews are important imply that celebrity endorsement as less effective than previous.
10 von 12 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen "Price is what you charge; value is what people think it's worth." Warren Buffett 10. Februar 2014
Von Robert Morris - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
I was again reminded of Buffett's observation as I began to read this book in which Itamar Simonson and Emanuel Rosen share their thoughts about "what really influences customers in the age of (nearly) perfect information" about almost everything.

As they suggest, "There's a fundamental shift in consumer decision making. Instead of relying on relative evaluations, for the first time in history consumers have the tools to assess the absolute value of things. So what? This means that consumers are likely to make better decisions (on average) and that marketing is changing forever because people will rely less on proxies for quality such as brand names, loyalty, or positioning. Now what? All this gives rise to the need for a new framework and approach to marketing, which we call the Influence Mix."

These are among the dozens of business subjects and issues of special interest and value to me, also listed to indicate the scope of Simonson and Rosen's coverage.

o What Drives the Shift from Relative to Absolute? (Pages 10-17)
o The Surprising Power of Noise (25-28)
o A Peek at Planet Absolute (40-43)
o Checks and Balances (52-56)
o Brand Volatility (65-68)
o Opportunity Knocks, and, On Satisfaction (82-88)
o Practical Implications of Classifying Consumer Into Adopter Categories (94-98)
o Organic Segmentation (105-107)
o So What's Your Customers' Mix? (123-126)
o New Rules. New Roles (134-135)
o A Major Shift (151-155)
o Measuring Satisfaction (155-158)
o Segments and Locations on the Continuum (168-170)
o New Tools -- New Choices (179-183)
o The Pace of Things to Come (188-191)

When concluding their thoughtful and thought-provoking book, Itamar Simonson and Emanuel Rosen observe, "Success in the new era is all about tracking what people want, and then providing them with absolute value. Will relative forces still play some role in people's decisions? Of course. Will we see more and more decisions that are based on merit, on substance, and on the experienced quality of products and services? Absolutely." In months and years to come, creating or increasing demand for a given offering must take into full account the fact that consumers no longer hope for or even expect absolute value; they will demand it...and they should.
3 von 3 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen A Provocative Look at the Future of Branding and Marketing 9. April 2014
Von Thomas M. Loarie - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
Stanford University marketing professor, Itamar Simonson, and the developer of EndNote, Emanuel Rosen, have joined to produce a very provocative book on the future of marketing and branding. "Absolute Value" is a must read for all CEOs and sales-marketing executives. It is a brave new world! A huge paradigm shift is underway on how products get discovered and gain market adoption as there is a fundamental shift in consumer decision-making.

Review sites, shopping apps, smartphones, extended networks of acquaintances available through social media, and an unprecedented access to experts and other sources have created a socially intensive information environment enabling consumers to make purchase decisions faster using "absolute" value and being untethered from conventional marketing techniques.

With these new tools, we are moving to an age of nearly perfect information which will 1) help consumers make better decisions and become less susceptible to context reframing manipulations by marketers, and 2) reduce the influence of relative forces that are used to drive predictions on the experience quality things is, rapidly declining.

Managers, marketers, and business strategist must overhaul their thinking about marketing and develop a new way of thinking. In "Absolute Value," Simonson and Rosen present a new framework, "The Influence Mix." We are influenced by three factors in our purchase decisions, 1) by prior attitudes, habits, and free-stored information (P), 2) by our friends, reviewers, and experts (O), and by marketing manipulations (M). O is the most trusted and diverse, and is rapidly becoming the dominant factor for many categories and people.

A new normal is emerging and it is:
* Brands are losing their role as proxies for quality
* Past satisfaction is not important
* Loyalty is declining
* Positioning is less effective.
* Irrationality that appeals to sales tactics is losing effectiveness
* Emotional appeals now has tougher competition (due to the abundance of rational information)
* Purchasing decisions are being was reached faster obsoleting adoption curve strategies

It is critical to understand a category's "influence mix." Those which still operate in O-independent domains should not blindly follow O-dependent domains. An effective communication program must be derived from its customers "influence mix." However, "Absolute Value" will continue to expand across many more categories, so all marketers must understand this phenomenon and adapt to it.
4 von 5 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen Formula book, somewhat shallow, misses major opportunity 17. Februar 2014
Von Robert David STEELE Vivas - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
This book was a gift. The subtitle (What Really Influences Customers in the Age of (Nearly) Perfect Information) overcame my reluctance and I gave it it a quick read, which is all it deserves. This is a formula book, and as one reviewer notes, would have been just fine as an article. The "innovation" in the book is the discovery that brand and prior experience are less relevant today to purchasing decisions that are now heavily influenced by up to date social commentary and readily available peer reviews.

At one level I find the book interesting as a quick once over of the obvious. At another level I am quite disappointed. There is nothing in this book about true cost economics or open source. If you want to be pretentious and talk about Absolute Value, it would help if you actually had a clue that Absolute Value includes virtual water, virtual fuel, virtual child labor, and virtual tax avoidance, among other things.

I appreciate the discussion of how false reviews and paid reviewers are losing ground to better systems for policing such abuses, and I am interested when they discuss the failure of most market research, which focuses on past experienced and conventional concepts.

The importance of corporate monitoring of social media for all mentions of all of their products is presented in a useful manner. I particularly like the examples in relation to rapid recognition of flaws from specific production lines -- this is about feedback loops.

The book ends weakly with a few examples of sites such as Goodguide, Decide.com, and BrightScope.

Best wishes to all,
Robert David STEELE Vivas
INTELLIGENCE for EARTH: Clarity, Diversity, Integrity, & Sustainability
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