Market-Driven Thinking: Achieving Contextual Intelligence

ISBN-13: 9780750679015 / Angielski / Twarda / 2005 / 324 str.

Arch G. Woodside

Opis

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.

* Looks at thought and choice in both B2B (business-to-business) and B2C (business-to-consumer) contexts
* Provides models and research tools to reveal thinking processes in marketplace decisions, illustrated by case studies and examples
* Challengestraditional research methods such as surveys and focus groups

Recenzje

“Arch Woodside has written an important book that should be read by the academic and marketing research community. Woodside provides detailed evidence that a great deal of consumer and business decision making is subconsciously driven and often highly automatic. The heavy reliance on surveys and focused groups by today’s researchers is likely to provide little real understanding and predictability of behavior. He describes alternative methods for probing the forces that drive the choice behavior of consumers and businesspeople.”
-- Philip Kotler, Northwestern University

Spis treści

Acknowledgements Preface 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
Chapter 12 Customer Variety Seeking Influence on Subsequent Brand Choice Behavior

O autorze

Arch G. Woodside