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A Guide to Using Touchpoints in Marketing

Points of Customer Interaction are Vital to Success

Language:  English
Touchpoints are vital in contemporary marketing; so getting them right is crucial.
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This guide explores the contemporary use of Touchpoints in Marketing as a way to exert positive influence on customer experience and decision making but in a way that is unintrusive and synergistic to encourage customer engagement.

About the Author

Marketing Strategist, Consultant, Educator and Author.

Andrew is a higher education teaching specialist with over 25 years international experience in universities and executive education to audiences from 5 to 500.

He is currently a Teaching focussed Marketing Lecturer at Royal Holloway University of London, where he concentrates on topics in Strategic and Digital Marketing and as a pedagogic specialist mentors less experienced colleagues.

Prior to lecturing, Andrew was an officer in the British Army, after which he gained commercial experience as a consultant, director, interim manager and executive director, in a range of International commercial organisations, the largest as a board director of a multi-million pound international business. Including being responsible for the graduate training which is where he developed his passion for teaching.

Andrew’s passion extends to his own education; he holds six degrees, three masters and a DBA, alongside numerous professional and executive education qualifications. He is the author of fifteen academic and management publications.

Andrew works regularly with businesses in the development of their marketing strategy both in the UK and Internationally.

  • Introduction
  1. So why a guide to Touchpoints?
  2. The customer Lifecycle
  3. The Sales/Marketing Funnel
  4. Cookies
  5. What is a Touchpoint?
  6. Customer Journey Analytics
  7. Identity Solutions within contemporary marketing
  • Conclusion
About the Author

Andrew Whalley