With the increasing complexity of business today, many
marketers have forgotten the fundamental principal that
growth occurs only when you're able to change specific
behaviors in customers during their buying process.
That's harder today because the typical buying process
is a complex ecosystem of channels, information sources,
and marketing mix options--but it's absolutely
essential. This article outlines specific ways companies
can develop insights from the customer buying process
and then focus their marketing efforts on the things
that really matter. pdf
