Absolute Value: What Really Influences Customers in the Age by Itamar Simonson, Emanuel Rosen

By Itamar Simonson, Emanuel Rosen

Going opposed to traditional advertising knowledge, Absolute Value unearths what quite impacts clients this day and gives a brand new framework—the impact combine, a unconditionally new frame of mind approximately shopper choice making and advertising and marketing, and approximately constructing more beneficial company strategies.

How humans purchase issues has replaced profoundly—yet the elemental wondering customer decision-making and advertising has now not. such a lot dealers nonetheless think that they could form consumers’ belief and force their habit. during this provocative booklet, Stanford professor Itamar Simonson and bestselling writer Emanuel Rosen convey why present mantras are wasting their relevance. whilst shoppers base their judgements on reports from different clients, simply accessed professional evaluations, fee comparability apps, and different rising applied sciences, every thing changes.

Absolute Value solutions the urgent questions of ways to persuade shoppers during this new age. Simonson and Rosen indicate the old-school advertising techniques that have to swap and clarify how an organization may still layout its communique process, marketplace study application, and segmentation approach within the new setting. jam-packed with deep research, case experiences, and state-of-the-art study, this forward-looking booklet presents a unconditionally new state of mind approximately advertising.

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Extra resources for Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information

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Segmento interessante quello dei prodotti per celiaci e anche qui possiamo vantare un’eccellenza con il Pastificio Moro di Chiavenna. Sicuramente se parliamo di marketing italiano vincente della pasta, troviamo il brand Rana, con il suo testimonial Giovanni Rana noto in tutto il mondo. Prima di passare ad altro, vi invito a cercare le nuove confezioni del Pastificio Riscossa di Bari, un tributo alla creatività e alla “testa delle donne”. Sempre nella dispensa Made in Italy troviamo il Prosciutto di Parma che è il prodotto della salumeria italiana più venduto all’estero.

000 lavoratori coinvolti. Il settore delle piastrelle, con il distretto di Sassuolo A seguire l’industria della gomma e quella degli occhiali. Sin dal Medioevo i produttori italiani di occhiali dovettero difendersi dalla contraffazione e, ancora oggi, l’arte italiana di produrre occhiali è riconosciuta in tutto il mondo: solo Europa e Stati Uniti ne comprano l’80%. I mercati principali per l’occhialeria italiana sono stati fino ad ora Europa e Stati Uniti, che assorbono l’80% del flusso di uscita degli occhiali dall’Italia.

Ma quel caso mi ha fatto sentire l’urgenza di scrivere questo libro. Ricordo ancora l’imprenditore, un giovane produttore di jeans di Napoli, ci siamo incontrati in un bel caffè difronte al Maschio Angioino e la prima cosa che mi ha detto è stata «non parliamo di marketing in genere perché io voglio fare un piano Made in Italy». Gli ho chiesto cosa intendesse e lui è stato molto esplicito ed è come se stesse leggendo nella mia mente «la mia è un’azienda italiana, tutta italiana, dall’ufficio stile alla cucitura delle tasche, anche il tessuto lo trattiamo in italia e il personale è italiano.

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