Marketing with strategic empathy :: inspiring strategy with deeper consumer insight /
"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 Stra...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
London ; Philadelphia, PA :
Kogan Page Limited,
2016.
|
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | "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"-- "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"-- |
| Beschreibung: | 1 online resource (xvi, 240 pages) : illustrations |
| Bibliographie: | Includes bibliographical references and index. |
| ISBN: | 9780749477554 0749477555 |
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| 100 | 1 | |a Brooks, Claire, |e author. | |
| 245 | 1 | 0 | |a Marketing with strategic empathy : |b inspiring strategy with deeper consumer insight / |c Claire Brooks. |
| 264 | 1 | |a London ; |a Philadelphia, PA : |b Kogan Page Limited, |c 2016. | |
| 264 | 4 | |c ©2016 | |
| 300 | |a 1 online resource (xvi, 240 pages) : |b illustrations | ||
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| 504 | |a Includes bibliographical references and index. | ||
| 588 | 0 | |a Online resource; title from PDF title page (ebrary, viewed on August 15, 2016). | |
| 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"-- |c Provided 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"-- |c Provided by publisher. | ||
| 505 | 0 | |a List of Case Studies and Detailed Examples; 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®; 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; Introduction; Framework One: emotions. | |
| 505 | 8 | |a Framework Two: needs, goals and valuesFramework 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; Introduction; Overview of the Strategic Empathy Process; Pre-Planning; Phase One: Immerse in the consumer's world. | |
| 505 | 8 | |a Phase Two: Activate insights into marketing strategyPhase Three: Inspire empathy among the wider stakeholder group; References; 05 The Strategic Empathy Process Phase One; Introduction; What exactly is immersive research?; Ethnographic research methods (in business); Design research; Recording what happens in the ethnographic interview; In-depth interviews; Group discussions; Executive panels; Online communities; References; 06 The Strategic Empathy Process Phase One (continued); Introduction; Immersive research project management; Immersive research tools; References. | |
| 505 | 8 | |a 07 The Strategic Empathy Process Phase TwoIntroduction; Three steps to insight activation; Step 1: analyse immersive research data; Step 2: build fresh consumer or customer insights; Step 3: identify potential strategic actions; References; 08 The Strategic Empathy Process Phase Three; 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. | |
| 505 | 8 | |a 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 | |a Marketing |x Management. |0 http://id.loc.gov/authorities/subjects/sh85081339 | |
| 650 | 0 | |a Consumer behavior. |0 http://id.loc.gov/authorities/subjects/sh87006429 | |
| 650 | 0 | |a Organizational change. |0 http://id.loc.gov/authorities/subjects/sh85095525 | |
| 650 | 2 | |a Organizational Innovation |0 https://id.nlm.nih.gov/mesh/D009936 | |
| 650 | 6 | |a Marketing |x Gestion. | |
| 650 | 6 | |a Consommateurs |x Comportement. | |
| 650 | 6 | |a Changement organisationnel. | |
| 650 | 7 | |a Sales & marketing. |2 bicssc | |
| 650 | 7 | |a Sales & marketing management. |2 bicssc | |
| 650 | 7 | |a Business strategy. |2 bicssc | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Marketing |x Research. |2 bisacsh | |
| 650 | 7 | |a PSYCHOLOGY |x Industrial & Organizational Psychology. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Consumer Behavior. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Industrial Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management Science. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Organizational Behavior. |2 bisacsh | |
| 650 | 7 | |a Consumer behavior |2 fast | |
| 650 | 7 | |a Marketing |x Management |2 fast | |
| 650 | 7 | |a Organizational change |2 fast | |
| 650 | 7 | |a Sales and marketing. |2 thema | |
| 650 | 7 | |a Sales and marketing management. |2 thema | |
| 650 | 7 | |a Business strategy. |2 thema | |
| 650 | 7 | |a Business and Management. |2 ukslc | |
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| contents | List of Case Studies and Detailed Examples; 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®; 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; Introduction; Framework One: emotions. Framework Two: needs, goals and valuesFramework 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; Introduction; Overview of the Strategic Empathy Process; Pre-Planning; Phase One: Immerse in the consumer's world. Phase Two: Activate insights into marketing strategyPhase Three: Inspire empathy among the wider stakeholder group; References; 05 The Strategic Empathy Process Phase One; Introduction; What exactly is immersive research?; Ethnographic research methods (in business); Design research; Recording what happens in the ethnographic interview; In-depth interviews; Group discussions; Executive panels; Online communities; References; 06 The Strategic Empathy Process Phase One (continued); Introduction; Immersive research project management; Immersive research tools; References. 07 The Strategic Empathy Process Phase TwoIntroduction; Three steps to insight activation; Step 1: analyse immersive research data; Step 2: build fresh consumer or customer insights; Step 3: identify potential strategic actions; References; 08 The Strategic Empathy Process Phase Three; 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. |
| ctrlnum | (OCoLC)952277345 |
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| dewey-ones | 658 - General management |
| dewey-raw | 658.8/02 |
| dewey-search | 658.8/02 |
| dewey-sort | 3658.8 12 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| id | ZDB-4-EBU-ocn952277345 |
| illustrated | Illustrated |
| indexdate | 2024-11-26T14:49:23Z |
| institution | BVB |
| isbn | 9780749477554 0749477555 |
| language | English |
| lccn | 2016029777 |
| oclc_num | 952277345 |
| open_access_boolean | |
| owner | MAIN DE-863 DE-BY-FWS |
| owner_facet | MAIN DE-863 DE-BY-FWS |
| physical | 1 online resource (xvi, 240 pages) : illustrations |
| psigel | ZDB-4-EBU |
| publishDate | 2016 |
| publishDateSearch | 2016 |
| publishDateSort | 2016 |
| publisher | Kogan Page Limited, |
| record_format | marc |
| spelling | Brooks, Claire, author. Marketing with strategic empathy : inspiring strategy with deeper consumer insight / Claire Brooks. London ; Philadelphia, PA : Kogan Page Limited, 2016. ©2016 1 online resource (xvi, 240 pages) : illustrations text txt rdacontent computer c rdamedia online resource cr rdacarrier Includes bibliographical references and index. Online resource; title from PDF title page (ebrary, viewed on August 15, 2016). "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"-- Provided by publisher. "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"-- Provided by publisher. List of Case Studies and Detailed Examples; 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®; 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; Introduction; Framework One: emotions. Framework Two: needs, goals and valuesFramework 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; Introduction; Overview of the Strategic Empathy Process; Pre-Planning; Phase One: Immerse in the consumer's world. Phase Two: Activate insights into marketing strategyPhase Three: Inspire empathy among the wider stakeholder group; References; 05 The Strategic Empathy Process Phase One; Introduction; What exactly is immersive research?; Ethnographic research methods (in business); Design research; Recording what happens in the ethnographic interview; In-depth interviews; Group discussions; Executive panels; Online communities; References; 06 The Strategic Empathy Process Phase One (continued); Introduction; Immersive research project management; Immersive research tools; References. 07 The Strategic Empathy Process Phase TwoIntroduction; Three steps to insight activation; Step 1: analyse immersive research data; Step 2: build fresh consumer or customer insights; Step 3: identify potential strategic actions; References; 08 The Strategic Empathy Process Phase Three; 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. Marketing Management. http://id.loc.gov/authorities/subjects/sh85081339 Consumer behavior. http://id.loc.gov/authorities/subjects/sh87006429 Organizational change. http://id.loc.gov/authorities/subjects/sh85095525 Organizational Innovation https://id.nlm.nih.gov/mesh/D009936 Marketing Gestion. Consommateurs Comportement. Changement organisationnel. Sales & marketing. bicssc Sales & marketing management. bicssc Business strategy. bicssc BUSINESS & ECONOMICS Marketing Research. bisacsh PSYCHOLOGY Industrial & Organizational Psychology. bisacsh BUSINESS & ECONOMICS Consumer Behavior. bisacsh BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Consumer behavior fast Marketing Management fast Organizational change fast Sales and marketing. thema Sales and marketing management. thema Business strategy. thema Business and Management. ukslc Print version: Brooks, Claire. Marketing with strategic empathy. 1st edition. London ; Philadelphia : Kogan Page, 2016 9780749477547 (DLC) 2016022405 (OCoLC)946479461 FWS01 ZDB-4-EBU FWS_PDA_EBU https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=1293793 Volltext |
| spellingShingle | Brooks, Claire Marketing with strategic empathy : inspiring strategy with deeper consumer insight / List of Case Studies and Detailed Examples; 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®; 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; Introduction; Framework One: emotions. Framework Two: needs, goals and valuesFramework 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; Introduction; Overview of the Strategic Empathy Process; Pre-Planning; Phase One: Immerse in the consumer's world. Phase Two: Activate insights into marketing strategyPhase Three: Inspire empathy among the wider stakeholder group; References; 05 The Strategic Empathy Process Phase One; Introduction; What exactly is immersive research?; Ethnographic research methods (in business); Design research; Recording what happens in the ethnographic interview; In-depth interviews; Group discussions; Executive panels; Online communities; References; 06 The Strategic Empathy Process Phase One (continued); Introduction; Immersive research project management; Immersive research tools; References. 07 The Strategic Empathy Process Phase TwoIntroduction; Three steps to insight activation; Step 1: analyse immersive research data; Step 2: build fresh consumer or customer insights; Step 3: identify potential strategic actions; References; 08 The Strategic Empathy Process Phase Three; 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. Marketing Management. http://id.loc.gov/authorities/subjects/sh85081339 Consumer behavior. http://id.loc.gov/authorities/subjects/sh87006429 Organizational change. http://id.loc.gov/authorities/subjects/sh85095525 Organizational Innovation https://id.nlm.nih.gov/mesh/D009936 Marketing Gestion. Consommateurs Comportement. Changement organisationnel. Sales & marketing. bicssc Sales & marketing management. bicssc Business strategy. bicssc BUSINESS & ECONOMICS Marketing Research. bisacsh PSYCHOLOGY Industrial & Organizational Psychology. bisacsh BUSINESS & ECONOMICS Consumer Behavior. bisacsh BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Consumer behavior fast Marketing Management fast Organizational change fast Sales and marketing. thema Sales and marketing management. thema Business strategy. thema Business and Management. ukslc |
| subject_GND | http://id.loc.gov/authorities/subjects/sh85081339 http://id.loc.gov/authorities/subjects/sh87006429 http://id.loc.gov/authorities/subjects/sh85095525 https://id.nlm.nih.gov/mesh/D009936 |
| title | Marketing with strategic empathy : inspiring strategy with deeper consumer insight / |
| title_auth | Marketing with strategic empathy : inspiring strategy with deeper consumer insight / |
| title_exact_search | Marketing with strategic empathy : inspiring strategy with deeper consumer insight / |
| title_full | Marketing with strategic empathy : inspiring strategy with deeper consumer insight / Claire Brooks. |
| title_fullStr | Marketing with strategic empathy : inspiring strategy with deeper consumer insight / Claire Brooks. |
| title_full_unstemmed | Marketing with strategic empathy : inspiring strategy with deeper consumer insight / Claire Brooks. |
| title_short | Marketing with strategic empathy : |
| title_sort | marketing with strategic empathy inspiring strategy with deeper consumer insight |
| title_sub | inspiring strategy with deeper consumer insight / |
| topic | Marketing Management. http://id.loc.gov/authorities/subjects/sh85081339 Consumer behavior. http://id.loc.gov/authorities/subjects/sh87006429 Organizational change. http://id.loc.gov/authorities/subjects/sh85095525 Organizational Innovation https://id.nlm.nih.gov/mesh/D009936 Marketing Gestion. Consommateurs Comportement. Changement organisationnel. Sales & marketing. bicssc Sales & marketing management. bicssc Business strategy. bicssc BUSINESS & ECONOMICS Marketing Research. bisacsh PSYCHOLOGY Industrial & Organizational Psychology. bisacsh BUSINESS & ECONOMICS Consumer Behavior. bisacsh BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Consumer behavior fast Marketing Management fast Organizational change fast Sales and marketing. thema Sales and marketing management. thema Business strategy. thema Business and Management. ukslc |
| topic_facet | Marketing Management. Consumer behavior. Organizational change. Organizational Innovation Marketing Gestion. Consommateurs Comportement. Changement organisationnel. Sales & marketing. Sales & marketing management. Business strategy. BUSINESS & ECONOMICS Marketing Research. PSYCHOLOGY Industrial & Organizational Psychology. BUSINESS & ECONOMICS Consumer Behavior. BUSINESS & ECONOMICS Industrial Management. BUSINESS & ECONOMICS Management. BUSINESS & ECONOMICS Management Science. BUSINESS & ECONOMICS Organizational Behavior. Consumer behavior Marketing Management Organizational change Sales and marketing. Sales and marketing management. Business and Management. |
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| work_keys_str_mv | AT brooksclaire marketingwithstrategicempathyinspiringstrategywithdeeperconsumerinsight |