Based on research and case studies from the U.S. and U.K., the authors examine the paths taken by potential buyers. They describe the key drivers and barriers on the journey to purchase as well as identify the need to get key messages, key partners and key media all working toge…
What happens from the moment the thought of a purchase occurs, to ownership, is a journey that is impacted by media, advice, packaging and now even experiencing the product or service. Many of the impact messages are way off the target - brand managers, agencies, retailers would…
What happens from the moment the thought of a purchase occurs - through to the ownership of the product - is a journey that is impacted by media, advice, packaging and now even experiencing the product or service. Many of the impact messages are way off the target, and brand man…
Based on research and case studies from the U.S. and U.K., the authors examine the paths taken by potential buyers. They describe the key drivers and barriers on the journey to purchase as well as identify the need to get key messages, key partners and key media all working toge…