Evolution of ZMOT The concept of marketing has been into existence since a very long time. Big brands have been trying to woo customers to buy their products using various media channels. Moments of Truth - Origin In 1986, Jan Carlzon introduced the concept of 'Moments of Truth' in his famous book, "Moments of Truth". Carlzon defines the moment of truth as "Anytime a customer comes into contact with any aspect of a business, however remote, is an opportunity to form an impression."
