A close look at the buying process.- What stands out in today's buying process: five recurring principles.- A model linked to behavioral research.- From branding to the process view: a method that pays.- Advertising that triggers action.

The term “branding” encourages the idea that brands can be created through decisive communication. This assumption leads to an enormous waste of marketing resources. But what are the alternatives to branding? This book focuses on what really matters to the marketing professional: motivating new customers to buy and ensuring they will buy again. This is achieved by using a marketing approach based on the buying process. This approach shows where communication is still effective, reveals key points along the way and demonstrates how to reach people so the buying process moves forward and ends with a purchase.