Path to purchase: Yellow brick road or highway to hell?
Stephen Needel
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Introduction
Marketing researchers are great at being early-adopters of catch-phrases and buzzwords. We excel at being fervent heralds of the virtues of such buzzwords. In the 70s, we all jumped on the "niche marketing" bandwagon, leading us into the age of product segmentation. This morphed into "brand personality" in the 80s, where we became fascinated with consumer segmentation. As scanner data became widespread, we became more practical in the 90s, with many working on variations of "efficient consumer response"....