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Marketing with Strategic Empathy: Inspiring Strategy with Deeper Consumer Insight
Paperback
Investing & FinanceMarketingGeneral Psychology
ISBN13: 9780749477547
Publisher: Kogan Page
Published: Aug 30 2016
Pages: 256
Weight: 0.80
Height: 0.54 Width: 6.14 Depth: 9.21
Language: English
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:-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 Strategic Learning 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.
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