Andreas Janson
Broschiertes Buch

Focusing on the Customer: The Concept of the Customer Journey

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Studienarbeit aus dem Jahr 2011 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Universität Kassel (IBWL), Veranstaltung: Market Communication, Sprache: Deutsch, Abstract: The purchase decision process has been a topic of market research for many years. Until recently, this research has focused on the effect advertising has on customers as they choose a suitable product after consideration and comparison of various alternatives. This one-dimensional approach is, however, outdated. Consumers share their experiences of selecting and using products with others, thus influ...