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003			SA-PMU
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008			160624s2016 enka b 001 0 eng
010			_a 2016022405
040			_aDLC _beng _erda _cDLC _dBTCTA _dOCLCF _dYDXCP _dBDX _dOCLCQ _dCHVBK _dOCLCO _dRIU _dOCLCA
019			_a920820305 _a967530308
020			_a9780749477547 _q(paperback)
020			_a0749477547 _q(paperback)
020			_z9780749477554 _q(eISBN)
035			_a(OCoLC)946479461 _z(OCoLC)920820305 _z(OCoLC)967530308
042			_apcc
050	0	0	_aHF5415.13 _b.B736 2016
082	0	0	_a658.8/02
084			_aBUS043060 _aPSY021000 _aBUS016000 _2bisacsh
100	1		_aBrooks, Claire, _eauthor.
245	1	0	_aMarketing with strategic empathy : _binspiring strategy with deeper consumer insight / _cClaire Brooks.
250			_a1st edition.
264		1	_aLondon ; _aPhiladelphia : _bKogan Page, _c2016.
300			_axi, 238 pages : _billustrations ; _c23 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
520			_a"The current focus in many Fortune 500 companies is on consumer insights, where strategists develop deep consumer insight - or empathy--as a basis for flexible strategy formation. Strategic Empathy, therefore, is not a soft skill, but can be a powerful force for success. At the core of the Strategic Empathy process is immersive and experiential learning, also known as Strategic Learning, leading to a deep understanding about the functional, emotional, and cultural drivers behind consumers' thoughts, feelings, and actions. Marketing With Strategic Empathy explains how to: -design and implement Strategic Learning Journeys -implement specific learning methods, including techniques to uncover unconscious emotions, ethnographic observation, online research, semiotic analysis, and trends analysis -empower managers with team-based skills for activating learning -develop video and multimedia story telling skills for communicating StrategicLearning and other strategies to stakeholders The book also provides proven skills, processes, leadership methods, how-to guidance, and global case studies to help companies implement Strategic Empathy within their organization"-- _cProvided by publisher.
520			_a"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"-- _cProvided by publisher.
504			_aIncludes bibliographical references and index.
505	0		_aList of case studies -- List of figures and tables -- About the author -- Preface -- Acknowledgements -- List of abbreviations -- 01 Why marketing strategists need empathy -- Introduction: the case for Strategic Empathy[registered mark] -- How do organizations really develop marketing strategy? -- Strategic learning vs strategic planning -- Marketing strategy formation is both planned and emergent -- Organizational learning starts with individual learning -- Strategic learning based on empathy -- Strategic Empathy -- References -- 02 Strategic learning frameworks: needs, emotions, culture and decision-making -- Introduction -- Framework One: emotions -- Framework Two: needs, goals and values -- Framework Three: culture -- Framework Four: decision-making -- Future perspectives -- References -- 03 Reshaping the marketing strategy template, based on Strategic Empathy -- Introduction -- Time to reinvent marketing strategy for a new environment? -- Corporate strategy components -- The reshaped marketing strategy -- A new brand positioning architecture -- References -- 04 The Strategic Empathy Process for marketing strategy formation: overview -- Introduction -- Overview of the Strategic Empathy Process -- Pre-Planning -- Phase One: Immerse in the consumer's world -- Phase Two: Activate insights into marketing strategy -- Phase Three: Inspire empathy to shape emergent marketing strategy -- References -- 05 The Strategic Empathy Process Phase One: Immerse -- immersive research methods -- Introduction -- What exactly is immersive research? -- Ethnographic research methods (in business) -- Designing and planning an ethnographic research project -- Conducting an ethnographic encounter -- Design research -- Recording what happens in the ethnographic interview -- Netnography, social media ethnography and digital ethnography -- In-depth interviews (IDIs) -- Dyads and friendship pairs -- Group discussions -- Executive panels -- Online communities -- References -- 06 The Strategic Empathy Process Phase One (continued): Immerse -- immersive research tools and techniques -- Introduction -- Immersive research project management -- Sample size, screening criteria and location -- Budget, project plan and timeline -- Recruiting screener -- Recruit and project logistics -- Managing global research -- Immersive research tools -- Deep Visualization -- Semiotic Scan -- Metaphor elicitation -- Laddering -- Projective techniques -- Consumer neuroscience methods and tools -- Agile research -- References -- 07 The Strategic Empathy Process Phase Two: Activate insights into strategy -- Introduction -- Three steps to insight activation -- Step 1: analyse immersive research data -- Planning an activation session -- Step 2: build fresh consumer or customer insights -- Insight architecture -- How to build insights out of data -- Step 3: identify potential strategic actions -- Agile insight development -- Open innovation -- Validating potential strategic actions -- References -- 08 The Strategic Empathy Process Phase Three: Inspire -- communicate strategic learning -- Introduction -- Inspiring stakeholders: three strategic goals -- Story-telling, not presenting -- Defining the audience and media approach for strategic story-telling -- Collecting consumer content for strategic story-telling -- Character-driven story-telling -- Consumer documentary video -- Video production guidelines -- Virtual reality consumer video? -- References -- 09 The Strategic Empathy Process in a non-profit organization -- Introduction -- 'Customer-focus' in the non-profit organization -- How the Strategic Empathy Process works in a non-profit -- Effective immersive research methods and tools -- Supporting fund-raising -- References -- Glossary -- Index.
650		0	_aMarketing _xManagement.
650		0	_aConsumer behavior.
650		0	_aOrganizational change.
650		7	_aBUSINESS & ECONOMICS _xMarketing _xResearch. _2bisacsh
650		7	_aPSYCHOLOGY _xIndustrial & Organizational Psychology. _2bisacsh
650		7	_aBUSINESS & ECONOMICS _xConsumer Behavior. _2bisacsh
650		7	_aConsumer behavior. _2fast _0(OCoLC)fst00876238
650		7	_aMarketing _xManagement. _2fast _0(OCoLC)fst01010209
650		7	_aOrganizational change. _2fast _0(OCoLC)fst01047828
650		7	_aGefühl _2gnd
650		7	_aMarketingmanagement _2gnd
650		7	_aOrganisatorisches Lernen _2gnd
650		7	_aVerbraucherverhalten _2gnd
776	0	8	_iOnline version: _aBrooks, Claire. _tMarketing with strategic empathy. _dLondon ; Philadelphia, PA : Kogan Page Limited, 2016 _z9780749477554 _w(DLC) 2016029777 _w(OCoLC)952277345
938			_aBrodart _bBROD _n115526854
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942			_cBOOK
994			_aZ0 _bSUPMU
948			_hNO HOLDINGS IN SUPMU - 67 OTHER HOLDINGS
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