Articles and guides which refer to how brand choice works. Includes references to the brand choice funnel – trust, awareness, consideration, trial and loyalty.
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Why read this? : A market attractiveness model helps you decide which segments to target. We share how it works with an example of a common targeting decision. Learn the types of data you can
Why read this? : Your call to action tells customers what you want them to do next. We share why you need it, and lots of examples of where you use it. Learn the 5
Snapshot : In this article, we look at how Business-to-Business (B2B) works, with a focus on how it uses CRM. Learn how the B2B buying process works and where B2B CRM fits in. We share details
Why read this? : Behavioural science gives you insight into why customers do what they do. We share how customer research, data and psychological insights help you understand how customers make decisions. Read this to
Why read this? : We share the 2 different views of customer loyalty in marketing. Learn why some say it’s a sign of brand strength and that loyal customers drive future sales. And learn why