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Marketing with Strategic Empathy
Inspiring Strategy with Deeper Consumer Insight
Empower teams to engage together in immersive 'strategic learning' about consumers, and use this learning to create a blueprint for flexible marketing planning.
EAN: 9780749477547
Edition: 1
Published:
Format: 235 x 158
256 pages
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About the book
We are living in an age of continual motion and change, and as a result traditional strategy planning has become outmoded. Every manager, perhaps even every employee, needs to become a strategist. Every strategist, in turn, needs to develop deep consumer insight - or empathy - as a basis for flexible strategy formation. This book offers a practical guide on how to develop and implement a systematic process of strategic empathy to lead to greater effectiveness and day-to-day success.
Marketing With Strategic Empathy is written by Claire Brooks, the CEO of the global consulting firm where the strategic empathy framework and processes were developed. She has applied these in many successful projects for international corporations for more than 10 years.
About the authors
Claire Brooks is president and managing director of ModelPeople Inc, a global branding company offering branding insights and strategic solutions to a wide range of international clients. Claire has almost 30 years' experience in brand management, brand planning and strategic market research with Fortune 500 companies and advertising agencies in both Europe and the US.
- 'Claire has an innate talent for discovering the actual motivation and truth behind consumer responses. Her command of the insights tools and methodologies in this book, coupled with an adaptable style and intuitive sense for how to employ those tools helps her arrive at the big AHA moment more quickly and more frequently than any other insights professional I have worked with.'
- Mic Zavarella, Senior Director, Marketing, PepsiCo
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