How do customers make decisions? This question has been at the core of marketing strategy for many years. As marketers manipulate the various principles of marketing, the consumers they seek to reach also change their decision making criteria. So how does a professional marketer adapt to this evolving environment? First they need to understand the typical consumer decision making process and tailor their marketing strategy accordingly. Then they need to constantly evaluate their existing customers, as well as their prospect universe, to come up with a marketing strategy.
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