Market-Driven Thinking: Achieving Contextual Intelligence Ebook

Publication: Routledge
 
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Publication: Butterworth-Heinemann
Language: English
Publication Date: February 2005
Pages: 328
File Size: 2102 Kbytes

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Language: English
Publication Date: June 2012
File Size: 5994 Kbytes

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Language: English
Publication Date: June 2012
File Size: 5994 Kbytes

Restrictions set by Publisher:
- Text-to-speech feature not available.
- Printing is not permitted.
- You cannot copy text from file.
- Free application Adobe Digital Editions, Aldiko reader, or Bluefire reader required .
$80.00
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ISBN: 9781136380785   Should I buy this Ebook?   Write a Review

Description

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: Achieving Contextual Intelligence