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CMO priorities in approaching consumer decision journey, and inspiration and influence in marketing

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  • PURCAREA, Theodor

Abstract

In today’s digital world there is a real need of approaching consumer decision journey within a well-orchestrated program by placing more emphasis on the initial consideration set, and expanding initial consideration. CMO are challenged to clearly identify priorities in the year of data and measurement, of Agile Marketing, focusing marketing activity on creating customer value, tying marketing’s contribution to this customer value, and measuring marketing’s performance within the context of the company’s business value. They also need to include customer inspiration as a metric in managerial decision-making, and to consider influence as a driving force for change in approaching customer experience, building proper relationships on the way of digital transformation, and enabling the customer-centricity, reimagining marketers’ role as a central driver of organisational change, output, and impact, and avoiding thinking of influencers in a linear way.

Suggested Citation

  • PURCAREA, Theodor, 2017. "CMO priorities in approaching consumer decision journey, and inspiration and influence in marketing," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 7(1), pages 18-31, March.
  • Handle: RePEc:hmm:journl:v:7:y:2017:i:1:p:18-31
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    More about this item

    Keywords

    consumer decision journey; marketing’s value and performance; customer inspiration; influencer marketing;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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