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. 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.
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