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McKinsey & Company | 19SOURCE: The social enterprise

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McKinsey & Company | 19SOURCE: McKinsey Marketing and Sales practice, McKinsey Quarterly ―The consumer decision journey‖
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26 22
28
11
12
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100%
Marketing led by
the company
Marketing led by
the consumer
Previous experience
with product/brand
Contact in store/
with sales agent
31
5
37
21
▪ Word of mouth
▪ Online research
▪ Recommendations/
criticisms
▪ Traditional advertising
▪ Direct marketing
▪ Sponsorship
▪ Store experience
Consider | Evaluate | Buy
Rethink how you
reach customers

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