The coming era of 'on-demand' marketing

McKinsey Quarterly

Volumn , Issue 2, 2013, Pages 24-39

  Dahlström, Peter ^a   Edelman, David ^a  

^a MCKINSEY AND COMPANY   (United States)

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EID: 84891791647     PISSN: 00475394     EISSN: None     Source Type: Journal    
DOI: None     Document Type: Article

References (4)

1. For more, see Michael Chui, Markus Löffler, and Roger Roberts, "The Internet of Things," mckinseyquarterly.com, March 2010.
2. See David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik, "The consumer decision journey," mckinseyquarterly.com, June 2009. The research identified the ways individuals interact with a brand as they embark on consumer decision journeys across multiple touch points: considering, evaluating, purchasing, experiencing, sharing, and, ultimately, bonding with products after buying them. It also quantified the impact of those touch points on consumer decisions.
3. See Tom French, Laura LaBerge, and Paul Magill, "We're all marketers now," mckinseyquarterly.com, July 2011.
4. For more on design thinking, see Lenny Mendonca and Hayagreeva Rao, "Lessons from innovation's front lines: An interview with IDEO's CEO," mckinseyquarterly.com, November 2008.