Hi, Could you please suggest a book or genuine paper for understanding marketing /sales funnel in Digital Marketing?
The last 5 editions of Belch & Belch include the sales/purchase/marketing funnel. The latest edition details: Belch, G.E. & Belch, M.A. 2021. Advertising and Promotion: An Integrated Marketing Communication Perspective. 12th Edition (International Student Edition). New York: McGraw-Hill. ISBN 9781260590210.
I also used this model for a couple of my papers, which are digital marketing related - all open access on ResearchGate.
Maybe these research will help:
Dash, Amelia Zafreen and Mero, Joel and Laukkanen, Tommi, From Suspect to Customer: Using Marketing Analytics Data to Study the Effectiveness of Digital Marketing Channels in the B2b Sales Funnel. Available at SSRN: https://ssrn.com/abstract=3935497
https://books.google.se/books?hl=sv&lr=&id=GMwiEAAAQBAJ&oi=fnd&pg=PT273&dq=sales+funnel+in+Digital+Marketing&ots=Za7uDlOoxq&sig=ZT8uEOYIWvMfqF5MS7NSENHVaCw&redir_esc=y#v=onepage&q=sales%20funnel%20in%20Digital%20Marketing&f=false
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