Philadelphia, PA, May 21, 2014 --(PR.com
)-- Itamar Simonson and Emanuel Rosen show why consumer behavior has changed while fundamental thinking about marketing has not. "Absolute Value" answers the question of what influences customers in this new age and describes how a company should design its communication strategy, market research program, and segmentation strategy in order to adopt a new way of thinking about marketing in this new environment. Learn more at http://www.summary.com/book-summaries/_/Absolute-Value.
Emanuel Rosen is the author of the national bestseller “The Anatomy of Buzz” (Doubleday, 2000) and “The Anatomy of Buzz Revisited” (Doubleday, 2009). His new book, "Absolute Value" (with Itamar Simonson), was published in 2014 by HarperBusiness.
Prior to writing these books, he was VP Marketing at Niles Software where he was responsible for launching and marketing the company’s flagship product EndNote which spread to a large extent by word of mouth. It was during this time that Rosen became interested in buzz and especially in how it can be accelerated. He started his career as an award winning copywriter. His work has been featured in the Harvard Business Review, Time, Advertising Age, and many other media.
Itamar Simonson is the Sebastian S. Kresge Professor of Marketing at the Graduate School of Business, Stanford University. Itamar has published numerous articles in leading marketing and decision making journals. His work has provided new insights into consumer choice, the factors that drive buyer decisions, the limits of customization, and other central marketing issues.
He has won many awards for his research, including the Distinguished Scientific Contribution Award of the Society for Consumer Psychology, Elected Fellow of the Association for Consumer Research, the award for Best Article published in the Journal of Consumer Research, twice the Journal of Marketing Research O’Dell Award (for the JMR article that has had the greatest impact on the marketing field in the previous 5 years), the Best Article in the Journal of Public Policy & Marketing, the Association for Consumer Research Ferber Award, and the American Marketing Association award for the Best Article on services marketing.
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