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Marketing with Strategic Empathy
Inspiring Strategy with Deeper Consumer Insight
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About the book
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.
About the authors
- 'Claire has an innate talent for discovering the actual motivation and truth behind consumer responses. Her command of the insights tools and methodologies in this book, coupled with an adaptable style and intuitive sense for how to employ those tools helps her arrive at the big AHA moment more quickly and more frequently than any other insights professional I have worked with.'
- Mic Zavarella, Senior Director, Marketing, PepsiCo