TY  - BOOK
AU  - Brooks,Claire
TI  - Marketing with strategic empathy: inspiring strategy with deeper consumer insight 
SN  - 9780749477547 [paperback]
PY  - 2016///
CY  - Philadelphia
PB  - Kogan Page
KW  - Marketing
KW  - Management
KW  - Consumer behavior
KW  - Organizational change
KW  - Business & Economics / Marketing / Research
KW  - bisacsh
KW  - Psychology / Industrial & Organizational Psychology
KW  - Business & Economics / Consumer Behavior
N1  - Includes bibliographical references and index; Contents: 1 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
N2  - "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"--
ER  -