Definition: the Customer Path is a term used by Kotler very similar to the customer journey. In the connected era the traditional 4 A's of the customer journey (AWARE/ATTENTION, ATTITUDE, ACT/ACTION, ACT AGAIN/STATISFACTION) have to be rewritten into 5 A's:
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More on customer relationship: Co-creation, Customer Expectation, Customer Experience, Customer Experience Management, Customer Loyalty, more...
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