Marketing with Strategic Empathy

Inspiring Strategy with Deeper Consumer Insight

Claire Brooks

• Editorial: Kogan Page
• Año: 2016
• ISBN:
  9780749477554
• Edición: 1
• Categoría: Business
• Categoría: Marketing

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.

Índice

• Cover
• Praise for Marketing with Strategic Empathy
• Title Page
• Contents
• List of case studies and detailed examples
• List of figures
• About the author
• Preface
• Acknowledgements
• List of abbreviations
• 01    Why marketing strategists need empathy
• 02    Strategic learning frameworks: needs, emotions, culture and decision-making
• 03    Reshaping the marketing strategy template, based on Strategic Empathy
• 04    The Strategic Empathy Process for marketing strategy formation: overview
• 05    The Strategic Empathy Process Phase One: Immerse – immersive research methods
• 06    The Strategic Empathy Process Phase One (continued): Immerse – immersive research tools and techniques
• 07    The Strategic Empathy Process Phase Two: Activate insights into strategy
• 08    The Strategic Empathy Process Phase Three: Inspire – communicate strategic learning
• 09    The Strategic Empathy Process in a non-profit organization
• Glossary
• Index
• Copyright