How Heineken is adapting the purchase funnel

With huge brands, such as the Dutch lager brand Heineken, thinking about a conversion 'funnel' is no longer particularly useful, as online and offline mix and brands aim for an extended consumer relationship.

The online and offline channels have been are converging for some time largely because of the mobile phone. But we’re now at a tipping point, according to Ksenia Khalina, Head of Global Heineken Trade Marketing and Global Commerce, as the screen...

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