Market-Driven Thinking : Achieving Contextual Intelligence

by Woodside

• ISBN13: 9780750679015
• ISBN10: 0750679018
• Format: Hardcover
• Copyright: 2005-02-03
• Publisher: Routledge

Summary

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.

Table of Contents

PREFACE	XI
ACKNOWLEDGMENTS	XIX
I A PRIMER IN LEARNING MARKET-DRIVEN THINKING
1 Thinking, Deciding, and Acting by Executives and Customers	3	(14)
2 Case Study Research Methods for Learning How Executives and Customers Think, Decide, and Act	17	(18)
3 Mapping Contingent Thinking by B2B Marketers and Customers	35	(30)
II TOOLS FOR ILLUMINATING THE UNCONSCIOUS AND CONSCIOUS MIND
4 Balanced and Unbalanced Unconscious-Conscious Thinking: A Jewish Couple Buys a German Car and Additional Transformation Stories	65	(20)
5 Advancing Understanding of Customers' Means-End Chains: Eric Drinks Twelve Cans of Beer and Talks to Girls	85	(18)
6 Advancing from Subjective to Confirmatory Personal Introspection	103	(26)
III CUSTOMER ASSOCIATE-TO-VENDOR (STORE) RETRIEVAL RESEARCH
7 Customer Automatic Thinking and Store Choice: Why Asking Customers to Think About a Named Store is a Mistake	129	(10)
8 Automatic Thinking and Vendor Choices by Customers of Industrial Distributors: Mapping Customers' Vendor Mind Positions	139	(24)
IV CASE-BASED RESEARCH FOR LEARNING GESTALT THINKING/DOING PROCESSES
9 Applying the Long Interview Method for Comparing Executive and Customer Thinking	163	(28)
10 Holistic Case-Based Modeling of Customers' Thinking/Doing Brand Experiences	191	(58)
V LEARNING HOW INITIAL BEHAVIOR AFFECTS FUTURE BEHAVIOR
11 The Influences of Brand Imprinting and Short-Term Marketing on Subsequent Customer Choices	249	(16)
12 Customer Variety-Seeking Influence on Subsequent Brand Choice Behavior	265	(14)
REFERENCES	279	(14)
INDEX	293