Archive for the ‘Strategic marketing’ Category

23
May

THE LINK WITH STRATEGY

Written on May 23, 2007 by Ianna Contardo in Strategic marketing

Ianna contardo
The method combines neurobiology, psychoanalysis, linguistics, art theory and other social sciences to clarify cognitive mental models that guide consumer behavior. The great advantage consists in exploring not just the analytical, more rational part of the brain but also to finally listen to the “right” side of the brain where emotions, feelings and fears are nested. By adding this dimension marketers may finally achieve intensity, texture or depth in the responses from consumers. They may also organize them as to provide greater clarity in the decision making process in terms of “what it is” that makes their products more attractive, more familiar, more balanced, more enjoyable, more outdated and more universal.

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21
May

Ianna Contardo
Strategic marketing is a luxury product. It can be said to be a result of progress in developed societies that have covered basic human needs like shelter and hunger. Nonetheless, given the quick development of strategic marketing in the last decades, the discipline has suffered from a lack of penetration in the habits of practitioners who can hardly keep up with the changes. The methods therefore rarely fully satisfy those in the marketplace who then have to make vital decisions for their organizations without completely addressing the complexities of consumer behavior. Questions such as: how do I stand out from competitors? How do I lock in my consumers while I explore also new segments or new geographical markets? How can I reinforce the values of my brand and position myself in the maze of the innumerous advertising messages? And how do I expand, innovate or capture greater value with my products? are key questions to any successful firm’s strategy. Yet these interrogations demand great understanding and thorough research tools to reach out for the richness and complexity of the consumer’s mind.

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