Northwestern Kellogg Professor Jim Lecinski on being a whole brain marketer | Modern Marketers

This book, written by Jim Lecinski, explores the concept of the Zero Moment of Truth (ZMOT), a critical marketing moment where consumers research products online before making a purchase. Supported by market research, personal stories, and insights from C-level executives at global companies like General Electric and Johnson & Johnson, the book provides strategies for marketers to get ahead in this new marketing landscape. It emphasizes the importance of being present in online spaces where consumers are making their purchasing decisions, and highlights how digital tools have transformed the way consumers explore, dream, and buy products.