Marketing with Strategic Empathy

Inspiring Strategy with Deeper Consumer Insight
1. Auflage 2016
ISBN: 978-0-7494-7754-7
Verlag: Kogan Page

Buch, Englisch, 256 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 395 g

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.

Autoren/Hrsg.

Brooks, Claire

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

• 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

Über Autor(innen)

Brooks, Claire
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. Her global consulting firm developed the Strategic Empathy® framework and processes, which she has applied in over 150 successful projects for global corporations for over 10 years. 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.

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.