Market-Driven Thinking

Business/ Marketing Market-Driven Thinking Achieving Contextual Intelligence 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 todays 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, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University "Arch Woodside, one of the most prolific and highly-cited marketing professors, has written an in-depth book on in-depth marketing research. This book will not appeal to those who enjoy Who Moved My Cheese or The One Minute Manager. Rather, it is a thinking-person's book. Woodside draws sensible conclusions from over 300 books and articles. He melds academic research and practical considerations, using interesting examples." J. Scott Armstrong, Professor of Marketing, The Wharton School, University of Pennsylvania 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 customers 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 interviewstwo research methods that that almost always fail to provide valid and useful answers on how and why executives and customers think the way they do. Arch Woodside, Ph.D. is Professor of Marketing, Carroll School of Management, Boston College, Boston, MA, USA.Arch G. Woodside is the author of 'Market-Driven Thinking', published 2011 under ISBN 9780750679015 and ISBN 0750679018.