For decades, marketing 101 courses have taught and reinforced the very linear, very neat progression of the purchase funnel. Guiding marketing decision-making since its inception, it’s a rinse and ...

A recent series of three posts on the Harvard Business Review blog by Karen Freeman, Patrick Spenner and Anna Bird explored some of the myths about how consumers make decisions. I think each of these ...

India’s Gen Z has done something that the marketing industry should urgently take note of – they have fundamentally broken the purchase funnel. Born between 1996 and 2010, this cohort is India’s ...

LOS ANGELES -- Awareness. Consideration. Preference. Purchase. The automotive purchase funnel has been written in stone for decades. While more data than ever are available on consumer habits, those ...

As the digital space expands, so does its ability to break through limitations posed by borders – both the literal and figurative kind. Gone are the days where people needed to overcome challenges of ...

Gen Z consumers behave differently towards brands than other demographics, according to a new Edelman Trust Barometer study. The purchase is often the starting point for the brand relationship, not ...