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Market-Driven Thinking - Achieving Contextual Intelligence (Hardcover, New)
Loot Price: R1,986
Discovery Miles 19 860
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Market-Driven Thinking - Achieving Contextual Intelligence (Hardcover, New)
Expected to ship within 12 - 17 working days
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Total price: R2,006
Discovery Miles: 20 060
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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.
* 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
* Challenges traditional research methods such as surveys and focus
groups
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