For this discussion, you will need to read the HBR article “Branding in the Digital Age” which can be accessed by going to Library Databases–> Business Source Elite–> type “Branding in the Digital Age” and “Harvard Business Review” as the search terms..
We will refer to this article again later in the class as it relates to branding and allocation of advertising dollars.
(a) For this discussion, compare and contrast the traditional consumer buying process with that presented in the article. Do you agree with the author’s premise regarding a shift in the buying process and the influences that impact this?
(b) Define and explain the elements in the Consumer Decision Journey (CDJ) and how they are impacted by new media.
(c) What are the implications for how marketing strategy should be designed and funded according to the author’s views?
