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    • Chronic illness medication compliance: a liminal and contextual consumer journey 

      Nakata, Cheryl; Izberk-Bilgin, Elif; Sharp, Lisa; Spanjol, Jelena; Cui, Anna, Shaojie; Crawford, Stephanie, Y.; Xiao, Yazhen (Springer Verlag, 2018-11-29)
      The consumer journey has drawn interest from marketers as an avenue to strengthen sales through managing touch points. However, a firm-centric view has produced limited models of the journey, particularly on consumers’ ...