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The Buying Cycle

Is marketing an art or a science? I think of it as a craft, because it starts with established principles, then creatively applies them to a specific task, the way a carpenter makes a cabinet or a knitter makes a sweater.

As with any craft, we start by defining a goal -- increase sales, build a brand, reach a new audience, etc. To develop a strategy to get us to our goal, I use a model I call the Buying Cycle.