基本信息·出版社：A Butterworth-Heinemann Title ·页码：328 页 ·出版日期：2005年02月 ·ISBN：0750679018 ·条形码：9780750679015 ·装帧：精装 · ...
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Market-Driven Thinking: Achieving Contextual Intelligence |
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Market-Driven Thinking: Achieving Contextual Intelligence |
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基本信息·出版社：A Butterworth-Heinemann Title
·页码：328 页
·出版日期：2005年02月
·ISBN：0750679018
·条形码：9780750679015
·装帧：精装
·正文语种：英语
内容简介 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
作者简介 By John E. Ettlie, Professor, Director of Technology Management Center and Madelon and Richard Rosett Chair in the College of Business Decision Sciences, Rochester Institute of Technology, USA
媒体推荐 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 todays 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, Northwestern University
编辑推荐 "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, 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 Five-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. For example, consider the title of Chapter 5: 'Advancing Understanding of Customers' Means-end Chains: Eric Drinks Twelve Cans of Beer and Talks to Girls.'"
-- J. Scott Armstrong, Professor of Marketing, The Wharton School
专业书评 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.
