How marketing can adapt to a consumer in control

07/8/2014 | Strategy+Business online (free registration)

Marketers are no longer in control of the availability of information about their products and should "embrace their role as followers" of consumers' purchase habits, authors Itamar Simonson and Emanuel Rosen write in their book "Absolute Value." That means marketing should focus on explaining the exact benefits and experience of owning or using the product, they write.

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