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

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