Market-driven thinking : achieving contextual intelligence / Arch G. Woodside.

Includes bibliographical references (p. 279-291) and index.

Front Cover; Market-Driven Thinking; Copyright Page; Contents; Preface; Acknowledgments; Part I: A Primer in Learning Market-Driven Thinking; 1. Thinking, Deciding, and Acting by Executives and Customers; 2. Case Study Research Methods for Learning How Executives and Customers Think, Decide, and Act; 3. Mapping Contingent Thinking by B2B Marketers and Customers; Part Il: Tools for Illuminating the Unconscious and Conscious Mind; 4. Balanced and Unbalanced Unconscious-Conscious Thinking: A Jewish Couple Buys a German Car and Additional Transformation Stories. 5. Advancing Understanding of Customers' Means-End Chains: Eric Drinks Twelve Cans of Beer and Talks to Girls6. Advancing From Subjective to Confirmatory Personal Introspection; Part Ill: Customer Associate-to-Vendor (Store) Retrieval Research; 7. Customer Automatic Thinking and Store Choice: Why Asking Customers to Think About a Named Store is a Mistake; 8. Automatic Thinking and Vendor Choices By Customers of Industrial Distributors: Mapping Customers' Vendor Mind Positions; Part IV: Case-based Research for Learning Gestalt Thinking/Doing Processes. 9. Applying the Long Interview Method for Comparing Executive and Customer Thinking10. Holistic Case-based Modeling of Customers' Thinking/Doing Brand Experiences; Part V: Learning How Initial Behavior Affects Future Behavior; 11. The Influences of Brand Imprinting and Short-term Marketing on Subsequent Customer Choices; 12. Customer Variety-Seeking Influence on Subsequent Brand Choice Behavior; References; Index.

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.