Archive for April 7th, 2014

Absolute Value. What really influences customers in the age of nearly perfect information. Itamar Simonson & Emanuel Rosen.

Sales

Absolute Value. What really influences customers in the age of nearly perfect information. Itamar Simonson & Emanuel Rosen.2014. ISBN 9780062215673.  A very important book for sales and marketing.  What the authors  are finding in the B2C world will find its way certainly to the B2B world.  The idea is a  pure economic decision is  made with all the needed information and logic rules.  In the absence of all the  information, buyers turn to whatever is available  and often emotion rules- including the impact of  marketing. The authors suggest that in the B2C world, decisions are being made with immediate information from online etc ( reviews, reports, and independent analysis sites) and this the impact=t of old school marketing is less and less.  This often overrides the persons starting preferences and dramatically reduces the impact of some marketing.  If you are in marketing and sales you must read this book and take it to heartt.  we are all B2C consumers and this is impacting us today. And it is a good thing for the buyer and hell on the seller.  I could not put the book down – a very readable style.

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Category: Marketing, Sales

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