This book provides a useful mental model and tools for learning about how executives and customers think within marketplace contexts. The author suggests that 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. The most common methods often fail to provide useful answers. Woodside provides research and examines the actual thinking and actions that result in ...

Market-Driven Thinking 2011, Routledge, Amsterdam, Netherlands

ISBN-13: 9780750679015