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Snakes and ladders marketing

Date of publication: September 17, 2006

Catalogue: Congress 2006: Foresight

Author: Stephen Phillips

Abstract:

The paper introduces the concept of Snakes and Ladders marketing, the new way of viewing decision-making that replaces the old model of the purchase funnel. We move from a rationalised world to one where emotions, impulses and great communications change people's decisions and discover ways to find order from this potential of chaos. The ideas open up new ways of thinking about brands and communications and how to integrate these within people's lives.

Stephen Phillips

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Citation

Phillips, S. (2006a, September 17). Snakes and ladders marketing. ANA - ESOMAR. Retrieved May 14, 2025, from


https://ana.esomar.org/documents/kao-s-marketing-strategy-and-marketing-intelligence-system