Focusing on the Customer: The Concept of the Customer Journey Book PDF, ePub eBook

Join our eBook service for unlimited books & audiobooks. Get a free 7 day subscription! ↓↓↓↓↓


Book Descriptions:
Studienarbeit aus dem Jahr 2011 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, 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 This one-dimensional approach is, however, outdated.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 influencing other consumers’ purchases. Examples of this sort of communication are comments posted on social media platforms such as Facebook.com, or product reviews on Amazon.com.

How can these new points of contact with brands and the new role of the consumer be integrated into the purchase decision process to develop new marketing options? One approach is the current understanding of the purchase process known as the Customer Journey. The objective of this article is to present the concept of the Customer Journey and to identify new approaches and applications for advertising and market communication.

To achieve this objective, the second chapter will present the conceptual basis of the Customer Journey. In the first section, the classic funnel-oriented purchase model will be introduced as the foundation for understanding the Customer Journey (Chapter 2.1), which is then described in detail in Chapter 2.2. The third chapter forms the main body of the article that first considers specific segments of advertising and marketing communication (Chapter 3.1), and then sets a theoretical framework for the role of the Customer Journey in the marketing process. Chapter 3.2 illustrates the individual steps of the Customer Journey to determine which leverage points are of special relevance. In Chapter 3.3, the results of this analysis are presented in a systematic summery, and guidelines for implementation are presented in Chapter 3.4. The fourth chapter discusses the possibilities and limitations of the Customer Journey, and the article concludes with a mention of the implications for research and practical application (Chapter 5).

Focusing on the Customer: The Concept of the Customer Journey by Andreas Janson

From reader reviews:

Irma Patterson:

What do you about book? It is not important to you? Or just adding material when you need something to explain what yours problem? How about your spare time? Or are you busy man? If you don't have spare time to accomplish others business, it is gives you the sense of being bored faster. And you have spare time? What did you do? Every individual has many questions above. The doctor has to answer that question due to the fact just their can do in which. It said that about guide. Book is familiar in each person. Yes, it is proper. Because start from on jardín de infancia until university need this Focusing on the Customer: The Concept of the Customer Journey to read.

Christopher Hill:

The guide with title Focusing on the Customer: The Concept of the Customer Journey includes a lot of information that you can find out it. You can get a lot of gain after read this book. This book exist new expertise the information that exist in this publication represented the condition of the world today. That is important to yo7u to know how the improvement of the world. This kind of book will bring you within new era of the globalization. You can read the e-book on your smart phone, so you can read that anywhere you want.

Roy Matsumoto:

You will get this Focusing on the Customer: The Concept of the Customer Journey by browse the bookstore or Mall. Simply viewing or reviewing it might to be your solve difficulty if you get difficulties on your knowledge. Kinds of this e-book are various. Not only by written or printed but also can you enjoy this book simply by e-book. In the modern era similar to now, you just looking because of your mobile phone and searching what their problem. Right now, choose your current ways to get more information about your book. It is most important to arrange yourself to make your knowledge are still upgrade. Let's try to choose suitable ways for you.

Mohammed Strohl:

As a student exactly feel bored to be able to reading. If their teacher expected them to go to the library or even make summary for some reserve, they are complained. Just minor students that has reading's spirit or real their hobby. They just do what the instructor want, like asked to the library. They go to there but nothing reading critically. Any students feel that reading through is not important, boring in addition to can't see colorful pics on there. Yeah, it is to get complicated. Book is very important for you. As we know that on this period of time, many ways to get whatever we wish. Likewise word says, many ways to reach Chinese's country. Therefore this Focusing on the Customer: The Concept of the Customer Journey can make you really feel more interested to read.