Goode, Miranda creator text xxu Ontario, Canada Ivey School of Business 2014 monographic eng

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[various pagings] : ill.; Contents: Pillsbury cookie challenge -- The challenge - from data to inspiration -- What does consumer insights mean and where did it come from? -- Illuminating the mind -- Needfinding -- Beyond functional benefits -- Motivation and affect -- J=Himalaya face wash -- Laddering theory, method analysis, and interpretation -- Metaphor marketing -- Discovering new points of differentiation -- Brand concepts maps -- Capturing the ecosystem of demand -- Creating the demand landscape -- Microsoft Office , Market segmentation, target market selection, and positioning -- Saxonville Sausage Company -- The consumer's voice -- Capitalizing on customer insights -- How to tell a story -- The four truths of the story teller -- Revenge of the right brain Miranda Goode Marketing Consumers' preferences RElationship marketing HF5415.32.G64 3901601011314 121008 20220801120936.0