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Informationen zum Autor 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. Klappentext 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. Consistently underpinned by clearly explained research and evidence that supports and enhances the Strategic Empathy methodology. Zusammenfassung Empower teams to engage together in immersive 'strategic learning' about consumers, and use this learning to create a blueprint for flexible marketing planning. Inhaltsverzeichnis List of case studiesList of figures and tablesAbout the authorPrefaceAcknowledgementsList of abbreviations01 Why marketing strategists need empathyIntroduction: the case for Strategic Empathy®How do organizations really develop marketing strategy?Strategic learning vs strategic planningMarketing strategy formation is both planned and emergentOrganizational learning starts with individual learningStrategic learning based on empathyStrategic EmpathyReferences02 Strategic learning frameworks: needs, emotions, culture and decision-makingIntroductionFramework One: emotionsFramework Two: needs, goals and valuesFramework Three: cultureFramework Four: decision-makingFuture perspectivesReferences03 Reshaping the marketing strategy template, based on Strategic EmpathyIntroductionTime to reinvent marketing strategy for a new environment?Corporate strategy componentsThe reshaped marketing strategyA new brand positioning architectureReferences04 The Strategic Empathy Process for marketing strategy formation: overviewIntroductionOverview of the Strategic Empathy ProcessPre-PlanningPhase One: Immerse in the consumer's worldPhase Two: Activate insights into marketing strategyPhase Three: Inspire empathy to shape emergent marketing strategyReferences05 The Strategic Empathy Process Phase One: Immerse - immersive research methodsIntroductionWhat exactly is immersive research?Ethnographic research methods (in business)Designing and planning an ethnographic research projectConducting an ethnographic encounterDesign researchRecording what happens in the ethnographic interviewNetnography, social media ethnography and digital ethnographyIn-depth interviews (IDIs)Dyads and friendship pairsGroup discussionsExecutive panelsOnline communitiesReferences06 The Strategic Empathy Process Phase One (continued): Immerse - immersive research tools and techniquesIntroductionImmersive research project managementSample size, screening criteria and locationBudget, project plan and timelineRecruiting screenerRecruit and project logisticsManaging global researchImmersive research toolsDeep VisualizationSemiotic ScanMetaphor elicitationLadderingProjective techniquesConsumer neuroscience methods and toolsAgile researchReferences07 The Strategic Empathy Process Phase...
