Baines, Fill, & Rosengren: Marketing 4e
Research Insight 12.4
Source: Edelman, D.C., and Singer, M. (2015), ‘Competing on customer journeys’, Harvard Business Review, 23, 118–29.
Abstract: The abstract for this paper can be found at the following link: https://hbr.org/2015/11/competing-on-customer-journeys
Insight: This article discusses how digital and mobile technology has changed how consumers research and buy products and how companies need to come up with new tools, processes, and organizational structures to proactively lead digital customers from consideration to purchase and beyond.