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Market-Driven Thinking
Af: Arch G. Woodside Engelsk Hardback
SPAR
kr 105
Market-Driven Thinking
Af: Arch G. Woodside Engelsk Hardback
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.
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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.
Produktdetaljer
Sprog: Engelsk
Sider: 324
ISBN-13: 9780750679015
Indbinding: Hardback
Udgave:
ISBN-10: 0750679018
Kategori: Salg og marketing
Udg. Dato: 3 feb 2005
Længde: 18mm
Bredde: 236mm
Højde: 162mm
Oplagsdato: 3 feb 2005
Forfatter(e): Arch G. Woodside
Forfatter(e) Arch G. Woodside


Kategori Salg og marketing


Sprog Engelsk


Indbinding Hardback


Sider 324


Udgave


Længde 18mm


Bredde 236mm


Højde 162mm


Udg. Dato 3 feb 2005


Oplagsdato 3 feb 2005

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