Digitizing the consumer decision journey
Articles / Recommended Reading / Relationship / Value

Digitizing the consumer decision journey

Digitizing the consumer decision journey In a world where physical and virtual environments are rapidly converging, companies need to meet customer needs anytime, anywhere. Here’s how. Edwin van Bommel, David Edelman, and Kelly Ungerman McKinsey Insights | McKinsey Quarterly | June 2014 Many of the executives we speak with in banking, retail, and other sectors are … Continue reading

The consumer decision journey
Articles / Recommended Reading / Relationship / Value

The consumer decision journey

The consumer decision journey Consumers are moving outside the purchasing funnel—changing the way they research and buy your products. If your marketing hasn’t changed in response, it should. David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik McKinsey Insights | McKinsey Quarterly | June 2009 If marketing has one goal, it’s to reach consumers at … Continue reading

Should You Treat Distributors Like Employees? Or Customers?
Articles / Brand / Recommended Reading / Relationship

Should You Treat Distributors Like Employees? Or Customers?

Should You Treat Distributors Like Employees? Or Customers? Jordan Katz Gallup Business Journal | December 2014 For suppliers, one question comes up again and again in their distributor relationships: Should you treat your distributors like employees, or should you treat them more like customers? The answer isn’t always clear. Distributors seem like employees, because they … Continue reading