Re-modeling the brand purchase funnel : conceptualization and empirical application

Alexander Dierks conceptualizes and applies a more nuanced model of the brand purchase funnel. The re-conceptualization builds on a holistic, theory-based, and practically applicable set of 10 propositions, which capture dynamics of consumers' contemporary search and decision behavior and allow...

Full description

Saved in:
Bibliographic Details
Main Author Dierks, Alexander (Author)
Other Authors Burmann, Christoph (writer of foreword.)
Format Electronic eBook
LanguageEnglish
Published Wiesbaden, Germany : Springer Gabler, 2017.
SeriesInnovatives markenmanagement ; bd. 60.
Subjects
Product management.
Marketing > Management.
Branding (Marketing)
elektronické knihy
electronic books
Online AccessFull text
ISBN9783658178222
9783658178215
Physical Description1 online resource

Cover

Table of Contents:
  • Consumer Behavior as a Challenge for Brand Management
  • The Brand Purchase Funnel Model
  • From the Traditional to a More Nuanced Brand Purchase Funnel
  • Empirical Application of a Re-Modeled Brand Purchase Funnel.

Similar Items