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Business LibreTexts

2.2: Key terms and concepts

  • Page ID
  • Table 2.2.1
    Term Definition
    Attention economy The idea that human attention is a scarce commodity i.e. seeing attention as a limited resource.
    Customer experience map A visual representation of the customers’ flow from beginning to end of the purchase experience, including their needs, wants, expectations, and overall experience.
    Customer persona A detailed description of a fictional person to help a brand visualise a segment of its target market.
    Global citizen A person who identifies as part of a world community and works toward building the values and practices of that community.
    Tribe A social group linked by a shared belief or interest.
    Product An item sold by a brand.
    Story A narrative that incorporates the feelings and facts created by your brand, intended to inspire an emotional reaction.
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