Snakes and ladders marketing - understanding brand choice and relationships

Stephen Phillips

This paper introduces the concept of 'Snakes and Ladders' marketing, a new way of viewing decision-making that replaces the old model of the purchase funnel.

Snakes and ladders marketing – understanding brand choice and relationships

Stephen PhillipsSpring Research Ltd, United Kingdom

INTRODUCTION

Why we began to look at the purchase in a new way

The genesis of this paper was discussions about the problems...

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