Marketing with Strategic Empathy

Inspiring Strategy with Deeper Consumer Insight

AvClaire Brooks

Häftad, Engelska, 2016

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Beskrivning

We are living in an age of continual motion and change, and as a result traditional strategy planning has become outmoded. Every manager, perhaps even every employee, needs to become a strategist. Every strategist, in turn, needs to develop deep consumer insight - or empathy - as a basis for flexible strategy formation. This book offers a practical guide on how to develop and implement a systematic process of strategic empathy to lead to greater effectiveness and day-to-day success. Marketing With Strategic Empathy is written by Claire Brooks, the CEO of the global consulting firm where the strategic empathy framework and processes were developed. She has applied these in many successful projects for international corporations for more than 10 years.

Produktinformation

Utgivningsdatum:2016-08-03
Mått:158 x 235 x 15 mm
Vikt:395 g
Format:Häftad
Språk:Engelska
Antal sidor:256
Förlag:Kogan Page Ltd
ISBN:9780749477547

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Mer om författaren

Claire Brooks is president and managing director of ModelPeople Inc, a global branding company offering branding insights and strategic solutions to a wide range of international clients. Claire has almost 30 years' experience in brand management, brand planning and strategic market research with Fortune 500 companies and advertising agencies in both Europe and the US.

Recensioner i media

"'Claire has an innate talent for discovering the actual motivation and truth behind consumer responses. Her command of the insights tools and methodologies in this book, coupled with an adaptable style and intuitive sense for how to employ those tools helps her arrive at the big "AHA" moment more quickly and more frequently than any other insights professional I have worked with.'"

Innehållsförteckning

Section - 01: Why marketing strategists need empathy;Section - 02: Strategic learning frameworks: needs, emotions, culture and decision-making;Section - 03: Reshaping the marketing strategy template, based on Strategic Empathy;Section - 04: The Strategic Empathy Process for marketing strategy formation: overview;Section - 05: The Strategic Empathy Process Phase One: Immerse – immersive research methods;Section - 06: The Strategic Empathy Process Phase One (continued): Immerse – immersive research tools and techniques;Section - 07: The Strategic Empathy Process Phase Two: Activate insights into strategy;Section - 08: The Strategic Empathy Process Phase Three: Inspire – communicate strategic learning;Section - 09: The Strategic Empathy Process in a non-profit organization