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- W3039708721 abstract "This article proposes an update of the Foote, Cone & Belding (FCB) grid, which has been one of the most popular product-classification schemes in advertising and consumer research since its conception in 1980. Professionals utilize the grid as a strategic guideline for determining messages of their advertising campaigns, and researchers employ it as a theoretical background in their research. Despite its ubiquity, the FCB grid now needs to go beyond the original work, as newer products have emerged, and the Internet and social media have reshaped the consumer decision-making process. Many product purchases now take place online." @default.
- W3039708721 created "2020-07-10" @default.
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- W3039708721 date "2020-06-29" @default.
- W3039708721 modified "2023-09-25" @default.
- W3039708721 title "Updating the Foote, Cone & Belding Grid" @default.
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- W3039708721 doi "https://doi.org/10.2501/jar-2020-014" @default.
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