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Original Essays | April 11, 2014

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Market-Driven Thinking

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Synopses & Reviews

Publisher Comments:

Business/ Marketing

Market-Driven Thinking

Achieving Contextual Intelligence

Arch G. Woodside

"Arch Woodside has written an important book that should be read by the academic and marketing research community. Woodside provides detailed evidence that a great deal of consumer and business decision-making is subconsciously driven and often highly automatic. The heavy reliance on surveys and focused groups by today’s researchers is likely to provide little real understanding and predictability of behavior. He describes alternative methods for probing the forces that drive the choice behavior of consumers and businesspeople."

— Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University

"Arch Woodside, one of the most prolific and highly-cited marketing professors, has written an in-depth book on in-depth marketing research. This book will not appeal to those who enjoy Who Moved My Cheese or The One Minute Manager. Rather, it is a thinking-person's book. Woodside draws sensible conclusions from over 300 books and articles. He melds academic research and practical considerations, using interesting examples."

— J. Scott Armstrong, Professor of Marketing, The Wharton School, University of Pennsylvania

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 customers 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.

Arch Woodside, Ph.D. is Professor of Marketing, Carroll School of Management, Boston College, Boston, MA, USA.

Synopsis:

es and customers think the way they do.

Arch Woodside, Ph.D. is Professor of Marketing, Carroll School of Management, Boston College, Boston, MA, USA.

Synopsis:

views — 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.

Arch Woodside, Ph.D. is Professor of Marketing, Carroll School of Management, Boston College, Boston, MA, USA.

Table of Contents

Acknowledgements Preface Part 1 A Primer in Learning Market-Driven Thinking

Chapter 1: Thinking, Deciding, and Acting by Executives and Customers

Chapter 2: Case Study Research Methods for Learning How Executives

and Customers Think, Decide, and Act

Chapter 3: Mapping Contingent Thinking by B2B Marketers and Customers

Part 2 Tools for Illuminating the Unconscious and Conscious Mind

Chapter 4 Balanced and Unbalanced Unconscious-Conscious Thinking

Chapter 5 Advancing Understanding of Customers’ Means-End Chains

Chapter 6 Advancing from Subjective to Confirmatory Personal Introspection

Part 3 Customer Associate-to-Vendor (Store) Retrieval Research

Chapter 7 Customer Automatic Thinking and Store Choice

Chapter 8 Automatic Thinking and Vendor Choices by Customers of Industrial Distributors

Part 4 Case-Based Research for Learning Gestalt Thinking-Doing Processes

Chapter 9 Applying the Long Interview Method for Comparing Executive and Customer Thinking

Chapter 10 Holistic Case-Based Modeling of Customers’ Thinking-Doing Brand Experiences

Part 5 Learning How Initial Behavior Affects Future Behavior

Chapter 11 The Influences of Brand Imprinting and Short-Term Marketing Influences on Subsequent Customer Choices

Chapter 12 Customer Variety Seeking Influence on Subsequent Brand Choice Behavior

Product Details

ISBN:
9780750679015
Author:
Woodside, Arch G.
Publisher:
Routledge
Subject:
Marketing
Subject:
Consumer behavior
Subject:
Marketing - Research
Subject:
Marketing - General
Subject:
Marketing -- Decision making.
Subject:
Marketing -- Psychological aspects.
Subject:
Business;Marketing
Publication Date:
20110831
Binding:
HARDCOVER
Language:
English
Illustrations:
Y
Pages:
328
Dimensions:
9 x 6 in

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Business » Marketing
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Market-Driven Thinking New Hardcover
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Product details 328 pages Routledge - English 9780750679015 Reviews:
"Synopsis" by , es and customers think the way they do.

Arch Woodside, Ph.D. is Professor of Marketing, Carroll School of Management, Boston College, Boston, MA, USA.

"Synopsis" by , views — 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.

Arch Woodside, Ph.D. is Professor of Marketing, Carroll School of Management, Boston College, Boston, MA, USA.

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