Efnisyfirlit

• Cover
• Praise for Marketing with Strategic Empathy
• Title Page
• Contents
• List of case studies and detailed examples
• List of figures
• List of tables
• About the author
• Preface
• Acknowledgements
• List of abbreviations
• 01    Why marketing strategists need empathy
• Introduction: the case for Strategic Empathy®
• 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 among the wider stakeholder group
• 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
• 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 activation
• 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
• References
• Glossary
• Index
• Copyright