Kogan Page

Kogan Page - Marketing with strategic empathy: inspiring strategy with deeper consumer insight, paperback/claire brooks

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The current focus in many Fortune 500 companies is on consumer insights, where strategists develop deep consumer insight - or empathy--as a basis for flexible strategy formation.

Strategic Empathy, therefore, is not a soft skill, but can be a powerful force for success.

At the core of the Strategic Empathy process is immersive and experiential learning, also known as Strategic Learning, leading to a deep understanding about the functional, emotional, and cultural drivers behind consumers' thoughts, feelings, and actions.

Marketing With Strategic Empathy explains how to: -design and implement Strategic Learning Journeys -implement specific learning methods, including techniques to uncover unconscious emotions, ethnographic observation, online research, semiotic analysis, and trends analysis -empower managers with team-based skills for activating learning -develop video and multimedia story telling skills for communicating Strategic Learning and other strategies to stakeholders The book also provides proven skills, processes, leadership methods, how-to guidance, and global case studies to help companies implement Strategic Empathy within their organization.

About the Author: Claire Brooks is Founder and President of ModelPeople Inc.

, a global consumer research branding company offering insights and strategic solutions to a wide range of international clients.