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  1. Sorry to be critical but this article veers away sharply from what it starts out discussing – the customer’s buying journey – and instead focuses on the customer’s interactions with the brand which is not the same thing.

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With a subscription to Marketing Week Premium you will get full access to:

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> Carefully curated reports & briefings from Econsultancy

> Plus, much more including a £300 discount for the Festival of Marketing

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