Market-Driven Thinking

Achieving Contextual Intelligence

Arch G. Woodside

328 pages, parution le 13/07/2005

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Résumé

Market-Driven Thinking provides a useful mental model and tools for learning about how executives and customers think within marketplace contexts. When the need to learn about how executives and customer think is recognized, a solution is usually implemented automatically, with no thought given to the relative worth of alternative methods to learn fill the need. Thus, the "dominant logics" (most often implemented methods) to learn about thinking are written surveys and focus group interviews--two research methods that that almost always fail to provide valid and useful answers on how and why executives and customers think the way they do.

Through descriptive research, MDT examines the actual thinking and actions by executives and customers related to making marketplace decisions. The book aims to achieve three objectives:

Increase the reader's knowledge of the unconscious and conscious thinking processes of participants marketplace contexts
Provide research tools useful for revealing the unconscious and conscious thinking processes of executives and customers
Provide in-depth examples of these research tools in both business-to-business and business-to-consumer contexts

This book asks how we actually go about thinking, examining this process and its influences within the context of B2B and B2C marketplaces in developed nations.

L'auteur - Arch G. Woodside

Professor Arch G. Woodside Carroll School of Management, Boston College, MA, USA

Sommaire

Part 1 A Primer in Learning Market-Driven Thinking
- Chapter 1: Thinking, Deciding, and Acting by Executives and Customers
- Chapter 2: Case Study Research Methods for Learning How Executives
- and Customers Think, Decide, and Act
- Chapter 3: Mapping Contingent Thinking by B2B Marketers and Customers
Part 2 Tools for Illuminating the Unconscious and Conscious Mind
- Chapter 4 Balanced and Unbalanced Unconscious-Conscious Thinking
- Chapter 5 Advancing Understanding of Customers' Means-End Chains
- Chapter 6 Advancing from Subjective to Confirmatory Personal Introspection
Part 3 Customer Associate-to-Vendor (Store) Retrieval Research
- Chapter 7 Customer Automatic Thinking and Store Choice
- Chapter 8 Automatic Thinking and Vendor Choices by Customers of Industrial Distributors
Part 4 Case-Based Research for Learning Gestalt Thinking-Doing Processes
- Chapter 9 Applying the Long Interview Method for Comparing Executive and Customer Thinking
- Chapter 10 Holistic Case-Based Modeling of Customers' Thinking-Doing Brand Experiences
Part 5 Learning How Initial Behavior Affects Future Behavior
- Chapter 11 The Influences of Brand Imprinting and Short-Term Marketing Influences on Subsequent Customer Choices

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Butterworth-Heinemann, Elsevier
Auteur(s)	Arch G. Woodside
Parution	13/07/2005
Nb. de pages	328
Format	16 x 23,5
Couverture	Relié
Poids	640g
Intérieur	Noir et Blanc
EAN13	9780750679015
ISBN13	978-0-7506-7901-5