324 Pages
by
Routledge
328 Pages
by
Routledge
Also available as eBook on:
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... Read more
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
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
Biography
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, Northwestern University
