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Can i have the explanation of Lecinski's (2011) ZMOT theory (Stimulus, ZMOT (Zero Moment of Truth), FMOT (First Moment of Truth), SMOT (Second Moment of

Can i have the explanation of Lecinski's (2011) ZMOT theory (Stimulus, ZMOT (Zero Moment of Truth), FMOT (First Moment of Truth), SMOT (Second Moment of Truth) and UMOT (Ultimate Moment of Truth).

Reference:

Lecinski, J., 2011. Winning the Zero Moment of Truth: ZMOT. Zero Moment of Truth. Lecinski, J., 2015. Why it matters now more than ever.

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