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Journal of the Academy of Marketing Science (2019) 47:187–191 https://doi.org/10.1007/s11747-019-00636-y EDITORIAL 1 2 Rebecca Hamilton & Linda L. Price Published online: 9 February 2019 Academy of Marketing Science 2019 Consumers undertake many journeys in pursuit of large and is to highlight the value of consumer-based strategy for gener- small life goals and in response to various opportunities, obsta- ating customer insights. BConsumer-based strategy is organiza- cles, and challenges. Consumer journeys may anticipate con- tional strategy that is developed based on insights about sumption experiences, such as when consumers take steps to consumers^ (Hamilton 2016, p. 281). More holistic than a tra- choose products, brands, or technologies, engage in online or ditional strategic focus on customers, consumer-based strategy offline retail experiences, and use products and services. recognizes the need to understand consumers as they select, However, consumers take other journeys that don’thavecon- create,integrate,use,adapt,and discard products andservices sumption as their goal but nonetheless implicate brands, tech- in order to meet needs and accomplish goals. BConsumers^ is a nologies, products, and services. For example, a cancer patient more general term than Bcustomers^ that emphasizes that peo- and family members undertake a traumatic emotional journey ple draw on and integrate a wide variety
Journal of the Academy of Marketing Science – Springer Journals
Published: Feb 9, 2019
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