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What is the buyer journey?

Management Dictionary
Marketing, Sales and Communication

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The customer journey, as defined in the Engel, Kollat, and Blackwell model (1967), is a complex and dynamic process that emphasizes how customers make purchasing decisions at each stage and the factors that influence them. This journey is influenced by a variety of factors, including direct interactions with the brand, market trends, personal needs, and social influences. Each stage of this journey is crucial to shaping the overall customer experience.

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Keywords

considération, décision, évaluation, loyalty, Need

Author(s)

ZAOUI Ishraf

Enseignant-chercheur en Marketing digital, Innovation & IA

Institution(s)

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