By Itamar Simonson, Emanuel Rosen
Going opposed to traditional advertising and marketing knowledge, Absolute Value unearths what rather affects clients this day and gives a brand new framework—the effect combine, a wholly new state of mind approximately customer determination making and advertising, and approximately constructing greater enterprise strategies.
How humans purchase issues has replaced profoundly—yet the elemental puzzling over patron decision-making and advertising and marketing has now not. such a lot sellers 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 express why present mantras are wasting their relevance. while shoppers base their judgements on reports from different clients, simply accessed specialist evaluations, expense comparability apps, and different rising applied sciences, every thing changes.
Absolute Value solutions the urgent questions of the way to persuade buyers during this new age. Simonson and Rosen indicate the old-school advertising and marketing options that have to swap and clarify how an organization should still layout its verbal exchange procedure, marketplace examine application, and segmentation technique within the new setting. choked with deep research, case experiences, and state-of-the-art study, this forward-looking booklet presents a wholly new mind set approximately advertising and marketing.
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Extra info for Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information
Vgl. Shaw/Giglierano/Kallis (1989); McDowell Mudambi/Doyle/Wong (1997); Lynch/de Chernatony (2004). Vgl. Meffert/Burmann/Koers (2005a), S. ; Willrodt (2004), S. 18. 28 Allgemeine Grundlagen Aus der Nachfragerperspektive weisen Marken ebenfalls Vorteile auf: Nach Fischer/Hieronimus/Kranz107 lassen sich branchenübergreifend die drei Kernfunktionen Risikoreduktion, Informationseffizienz und Ideeller Nutzen aufzeigen. Meffert/Burmann108 führen Orientierungs- und Informationsfunktion, Vertrauensfunktion und Symbolische Funktion an.
Kemper (2000), S. 34 f. Vgl. Schnauffer (1999), S. 27; Morris/Leyland/Honeycutt (2001), S. ; Sitte (2001), S. 24; Kemper (2000), S. 34; Malaval (2001), S. 16 f. Vgl. Backhaus/Voeth (2007), S. 11. Vgl. Kemper (2000), S. 42; Merbold (1991), S. 109. Vgl. De Chernatony/McDonald (2003), S. 166; Kemper (2000), S. 34; Backhaus/Voeth (2007), S. 11. 10 Allgemeine Grundlagen Ebenso wenig wie der einzelne Privatnachfrager im BtoB nicht auftritt, sind auch die Kaufentscheider keine Einzelpersonen, sondern Gruppen, sog.
Diese tragen der beidseitigen – anbieter- und käuferbezogenen – Beeinflussung Rechnung und lassen somit die im BtoC verwendeten SOR-Modelle in den Hintergrund treten. Siehe auch Kap. 1. Vgl. Webster/Wind (1972), S. 6. Vgl. Backhaus/Voeth (2007), S. 48. Siehe u. a. Kemper (2000), S. 225; Backhaus (2001), S. 76; De Chernatony/McDonald (2003), S. 176; Brand (1993), S. 29; Malaval (2001), S. 24; Homburg/Schneider (2001), S. 591. Vgl. Webster/Wind (1972), S. 77 ff. 14 Allgemeine Grundlagen zer, Beeinflusser, Informationsselektierer und Entscheider.