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Author: Claire Brooks Publisher: ISBN: 9780749477547 Category : BUSINESS & ECONOMICS Languages : en Pages : 0
Book Description
Empower teams to engage together in immersive 'strategic learning' about consumers, and use this learning to create a blueprint for flexible marketing planning.
Author: Claire Brooks Publisher: ISBN: 9780749477547 Category : BUSINESS & ECONOMICS Languages : en Pages : 0
Book Description
Empower teams to engage together in immersive 'strategic learning' about consumers, and use this learning to create a blueprint for flexible marketing planning.
Author: Claire Brooks Publisher: Kogan Page Publishers ISBN: 0749477555 Category : Business & Economics Languages : en Pages : 256
Book Description
We are living in an age of continual motion and change, and as a result traditional strategy planning has become outmoded. Every manager, perhaps even every employee, needs to become a strategist. Every strategist, in turn, needs to develop deep consumer insight - or empathy - as a basis for flexible strategy formation. This book offers a practical guide on how to develop and implement a systematic process of strategic empathy to lead to greater effectiveness and day-to-day success. Marketing With Strategic Empathy is written by Claire Brooks, the CEO of the global consulting firm where the strategic empathy framework and processes were developed. She has applied these in many successful projects for international corporations for more than 10 years.
Author: Danya Shea Publisher: Bookbaby ISBN: 9781543983166 Category : Business & Economics Languages : en Pages : 268
Book Description
The purpose of this book is to REVOLUTIONIZE the way you do marketing! By the end of it you'll think smarter, plan better, have more customers and be more profitable.This book is written for ethical, values-based companies who have identified a real market need and have put their heart and soul into fulfilling that need with excellence and integrity.When you finish this book, you will be a better marketer. You will learn how to define your ideal customer experience; understand the importance of the customer's mindset at different buying stages; and increase the focus and effectiveness of your marketing strategies.
Author: Federico Galli Publisher: Springer Nature ISBN: 3031136039 Category : Law Languages : en Pages : 280
Book Description
Artificial Intelligence (AI) systems are increasingly being deployed by marketing entities in connection with consumers’ interactions. Thanks to machine learning (ML) and cognitive computing technologies, businesses can now analyse vast amounts of data on consumers, generate new knowledge, use it to optimize certain processes, and undertake tasks that were previously impossible. Against this background, this book analyses new algorithmic commercial practices, discusses their challenges for consumers, and measures such developments against the current EU legislative framework on consumer protection. The book adopts an interdisciplinary approach, building on empirical findings from AI applications in marketing and theoretical insights from marketing studies, and combining them with normative analysis of privacy and consumer protection in the EU. The content is divided into three parts. The first part analyses the phenomenon of algorithmic marketing practices and reviews the main AI and AI-related technologies used in marketing, e.g. Big data, ML and NLP. The second part describes new commercial practices, including the massive monitoring and profiling of consumers, the personalization of advertising and offers, the exploitation of psychological and emotional insights, and the use of human-like interfaces to trigger emotional responses. The third part provides a comprehensive analysis of current EU consumer protection laws and policies in the field of commercial practices. It focuses on two main legal concepts, their shortcomings, and potential refinements: vulnerability, understood as the conceptual benchmark for protecting consumers from unfair algorithmic practices; manipulation, the substantive legal measure for drawing the line between fair and unfair practices.
Author: Zontee Hou Publisher: Kogan Page Publishers ISBN: 1398614610 Category : Business & Economics Languages : en Pages : 281
Book Description
Make your marketing truly resonate by personalizing every message, powered by data, research and behavioral economics. To break through the noise, marketers today need to be hyper-relevant to their customers. To do that takes data and a deep understanding of your audience. Data-Driven Personalization breaks down the best ways to reach new customers and better engage your best customers. By combining principles of persuasion, behavioral economics and industry research, this book provides readers with an actionable blueprint for how to implement a customer-centric approach to marketing that will drive results. The book is broken into six parts that detail everything from what data is most valuable for personalization to how to build a data-driven marketing team that's prepared for the next five years and beyond. Each chapter includes actionable insights to guide marketers as they implement a data-driven personalization approach to their strategy. The chapters also focus on hands-on tactics like identifying messages that will move the needle with customers, how to generate seamless omnichannel experiences and how to balance personalization with data privacy. The book features case studies from top brands, including FreshDirect, Target, Adobe, Cisco and Spotify.
Author: Patnaik Publisher: Pearson Education India ISBN: 9788131730133 Category : Languages : en Pages : 276
Book Description
Executives often know little about the people who buy their companies' products and services. This is not surprising. To study people, you must care about them. However, most companies eliminate empathy from their operations. In essence, they proceed as if they have calculating, survival-bent reptile brains. Profits drive everything. This is an odd disconnect because corporate livelihoods depend on people - not lizards - and people's brains are hardwired to be empathetic. Dev Patnaik (writing with Peter Mortensen) shows why firms that connect empathetically with their customers do better financially. He insists today's cold-hearted, bottom-line business world has room for caring companies, and he points to IBM, Nike and Harley-Davidson as examples. The fact that empathy is also a strong business strategy is icing on the cake. getAbstract suggests this fine book to CEOs, marketing officers and other executives who want to build their business by acting on their respect for their customers. As Patnaik explains on his blog, "Empathy isn't about having a visionary leader. It's about making customer information an easy, everyday and experiential part of working at your company."
Author: Maria Ross Publisher: Page Two ISBN: 198902579X Category : Business & Economics Languages : en Pages : 0
Book Description
Furious customers? Missed deadlines? Failed products? The problems your business faces may stem from a single issue: lack of empathy. Being empathetic at work means seeing the situation from another's perspective, and using that vantage point to shape your leadership style, workplace culture, and branding strategy. Pairing her knowledge as a branding expert with proven research and fascinating stories from executives, change-makers and community leaders, Maria Ross reveals exactly how empathy makes brands and organizations stronger and more successful. Ross shows why your business needs to cultivate more empathy now, and shares the habits and traits of empathetic leaders who foster more productivity and loyalty. She gives practical tips, big and small, for how to align your mission and values and hire the right people, cultivating a more empathetic--and innovative--workplace culture. Finally, she gives you the goods on building your empathetic brand in an authentic and proactive way, and shows how doing so results in happier customers, innovative work cultures and increased profits. In this practical playbook for businesses of all types, Maria Ross proves that empathy is not just good for society--it's great for business, and may transform you at a personal level, too.
Author: Torrey Podmajersky Publisher: O'Reilly Media ISBN: 1492049360 Category : Computers Languages : en Pages : 195
Book Description
When you depend on users to perform specific actions—like buying tickets, playing a game, or riding public transit—well-placed words are most effective. But how do you choose the right words? And how do you know if they work? With this practical book, you’ll learn how to write strategically for UX, using tools to build foundational pieces for UI text and UX voice strategy. UX content strategist Torrey Podmajersky provides strategies for converting, engaging, supporting, and re-attracting users. You’ll use frameworks and patterns for content, methods to measure the content’s effectiveness, and processes to create the collaboration necessary for success. You’ll also structure your voice throughout so that the brand is easily recognizable to its audience. Learn how UX content works with the software development lifecycle Use a framework to align the UX content with product principles Explore content-first design to root UX text in conversation Learn how UX text patterns work with different voices Produce text that’s purposeful, concise, conversational, and clear
Author: Simon Sinek Publisher: Penguin ISBN: 1591846447 Category : Business & Economics Languages : en Pages : 257
Book Description
The inspirational bestseller that ignited a movement and asked us to find our WHY Discover the book that is captivating millions on TikTok and that served as the basis for one of the most popular TED Talks of all time—with more than 56 million views and counting. Over a decade ago, Simon Sinek started a movement that inspired millions to demand purpose at work, to ask what was the WHY of their organization. Since then, millions have been touched by the power of his ideas, and these ideas remain as relevant and timely as ever. START WITH WHY asks (and answers) the questions: why are some people and organizations more innovative, more influential, and more profitable than others? Why do some command greater loyalty from customers and employees alike? Even among the successful, why are so few able to repeat their success over and over? People like Martin Luther King Jr., Steve Jobs, and the Wright Brothers had little in common, but they all started with WHY. They realized that people won't truly buy into a product, service, movement, or idea until they understand the WHY behind it. START WITH WHY shows that the leaders who have had the greatest influence in the world all think, act and communicate the same way—and it's the opposite of what everyone else does. Sinek calls this powerful idea The Golden Circle, and it provides a framework upon which organizations can be built, movements can be led, and people can be inspired. And it all starts with WHY.
Author: Peter Fader Publisher: University of Pennsylvania Press ISBN: 1613631413 Category : Business & Economics Languages : en Pages : 136
Book Description
A 2019 Axiom Business Award winner. In The Customer Centricity Playbook , Wharton School professor Peter Fader and Wharton Interactive's executive director Sarah Toms help you see your customers as individuals rather than a monolith, so you can stop wasting resources by chasing down product sales to each and every consumer.
Author: Claire Brooks
Author: Claire Brooks
Author: Claire Brooks
Author: Danya Shea
Author: Federico Galli
Author: Zontee Hou
Author: Patnaik
Author: Maria Ross
Author: Torrey Podmajersky
Author: Simon Sinek
Author: Peter Fader