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Consumer journeys: developing consumer-based strategy

Consumer journeys: developing consumer-based strategy 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 http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Consumer journeys: developing consumer-based strategy

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References (39)

Publisher
Springer Journals
Copyright
Copyright © 2019 by Academy of Marketing Science
Subject
Business and Management; Business and Management, general; Marketing; Social Sciences, general
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1007/s11747-019-00636-y
Publisher site
See Article on Publisher Site

Abstract

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

Journal of the Academy of Marketing ScienceSpringer Journals

Published: Feb 9, 2019

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