Leseprobe
Table of contents
1 Introduction
2 Conceptual basis of the Customer Journeya
2.1 Funnel-oriented purchase-process models
2.2 The Customer Journey
3 The use of the Customer Journey in marketing
3.1 Preliminary considerations concerning the use of the Customer Journey in marketing
3.2 The phases of the Customer Journey as a leverage point in marketing
3.2.1 The “Consideration Set” as a starting point
3.2.2 The phase of active evaluation
3.2.3 The moment of purchase
3.2.4 Consumer experiences in the post-purchase phase
3.3 Systematic summery of results
3.4 Guidelines for implementation
4 Potential and limitations of the Customer Journey
4.1 Potential of the Customer Journey
4.2 Limits of the Customer Journey
5 Conclusions
6 Bibliography
- Arbeit zitieren
- Dipl.-Oec. Andreas Janson (Autor:in), 2011, Focusing on the Customer: The Concept of the Customer Journey, München, GRIN Verlag, https://www.grin.com/document/284238
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