Valor Absoluto: Lo Que Realmente Influye en el Consumidor en la Era de la (Casi) Perfecta Informacion (Gestión del conocimiento) - Softcover

Simonson, Itamar; Rosen, Emanul

Softcover

ISBN 10: 8496627985 ISBN 13: 9788496627987

Publisher: Urano, 2014

Synopsis

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.

About this title

About the Author

Itamar Simonson is the Sebastian S. Kresge Professor of Marketing at the Graduate School of Business, Stanford University. His award-winning work has been featured in the New York Times, the Washington Post, and many other outlets worldwide. He has been recognized as one of the world's leading authorities on consumer decision making.

Emanuel Rosen is the author of the national bestseller The Anatomy of Buzz. He was previously vice president of marketing at Niles Software, where he launched the company's flagship product, EndNote. Rosen started his career in marketing as an award-winning copywriter. His books are available in twelve languages.

Edition details

• Publisher: Urano
• Publication date: 2014
• Language: Spanish
• ISBN 10: 8496627985
• ISBN 13: 9788496627987
• Binding: Paperback
• Number of pages: 348