Five "key" tools of marketing influence

Geoffrey Precourt

This event report outlines five key principles which marketers should consider in seeking to connect with consumers.

Five "key" tools of marketing influence

Geoffrey Precourt

Zoë Chance, Assistant Professor of Marketing at the Yale School of Management, has a new spin on one of Procter & Gamble's most venerated tools of consumer engagement.

"'Moments of Truth' refer to the idea that, to influence people, we need to reach people when they have the highest likelihood of being willing to say, 'Yes', or pay attention, or care about what we have to talk about," she reported.

But for that precept to be more than just marketing theory, Chance told a keynote audience at The Market Research Event (TMRE)...

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