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From Mass to Data-Driven Marketing

‘Information is the only asset’
  • Stewart Pearson

Abstract

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.

Keywords

Customer Relationship Customer Behaviour Individual Customer Brand Personality Marketing Communication 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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References

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Copyright information

© Stewart Pearson 1996

Authors and Affiliations

  • Stewart Pearson

There are no affiliations available

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