Name: Absolute value
ISBN: 9780062215673

Itamar Simonson

Offering a new framework called the influence mix, a forward-looking marketing guide shows how to influence customers in this new age and environment through updated communication strategies, market research programs, and segmentation strategies.

what really influences customers in the age of (nearly) perfect information

Absolute value

Nick Gracilla

The authors argue that marketing has far less influence on customer decision making than it purports to, but that, in fact, consumers have moved away from brand loyalty and towards a state of understanding "absolute value," that is, using various resources, review sites, pricing systems, and research sites to determine the "real value of a product," for me in my context. This leads to changes in marketing and communication strategies, given that branding and loyalty are on the wane, and better, more rational choices, given the improved information context, is on the upswing. 

But, if only this were the truth. Published in 2014, the authors likely haven't had an opportunity to consider how spam reviews, fake reviews, and poisonous SEO have corrupted online research, perhaps irrevocably. Indeed, now more than ever trusted brands that run trusted product reviews are more critical than ever, given the likelihood of information manipulation. 

The book only briefly covers this fundamental challenge, and brushes it off as a few fake reviews, and not the systemic problem it has become, some 6 years later.

Absolute value what really influences customers in the age of (nearly) perfect information

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