From Mass to Data-Driven Marketing
The traditional model of the buying process consists of five stages: problem recognition, information search, evaluation of alternatives, purchase and post-purchase evaluation. Based on these stages, marketing theorists have developed a parallel model for marketing communications called the hierarchy of effects. Marketing planners explicitly or implicitly use the hierarchy of effects to assign appropriate roles to the different disciplines and media used in marketing.
KeywordsCustomer Relationship Customer Behaviour Individual Customer Brand Personality Marketing Communication
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