Overview
¡MIREMOS MÁS ALLÁ DEL CONSUMO!
¡DESNUDEMOS LA MENTE DEL CONSUMIDOR!
Insight viene del vocablo in, 'adentro', y sight, 'visión'. Por tanto, significa mirar dentro de las personas, mirar más allá de lo evidente, desnudar la mente y su corazón. Los insights representan descubrimientos o revelaciones sobre las formas de actuar, pensar y sentir del consumidor, y al descubrirlos se pueden gatillar o inspirar innovadoras estrategias de marketing, construcción de marca y de planificación estratégica. Ello supone entender los mecanismos de la mente humana y la psicología.
En la base de toda esta filosofía de marketing está la consideración de que la persona (en su rol de consumidor) debe ser valorado no solo como agente económico, sino, sobre todo, como ser humano. La necesidad de ir en búsqueda de su corazón y no solo de su bolsillo. De ahí que se requiera desnudar primero nuestra propia mente, antes de desnudar la mente de nuestros consumidores.
Este libro intenta representar una versión teórico-práctica de los fundamentos del consumer insight como concepto, herramienta y fundamento de un marketing de consumo céntrico, es decir, un marketing basado en las personas. En estas páginas se detallan las técnicas, las herramientas y los casos de marcas que han construido sus promesas de valor o estrategias fundamentales en estas verdades humanas. En esta nueva edición se incluyen 11 casos de aplicación del insight en sectores/industrias como las microfinanzas, educación, construcción, inmobiliaria, cuidado personal, consumo masivo, entre otras. ¿Insighteamos?
ENGLISH DESCRIPTION
LET'S LOOK BEYOND CONSUMPTION!LET'S BARE THE CONSUMER'S MIND!
Insight comes from the word in, 'inside', and sight, 'vision'. Therefore, it means looking inside people, looking beyond the obvious, baring the mind and its heart. Insights represent discoveries or revelations about the consumer's ways of acting, thinking, and feeling, and discovering them can trigger or inspire innovative marketing, brand-building, and strategic planning strategies. This involves understanding the mechanisms of the human mind and psychology. At the base of this whole marketing philosophy is the consideration that the person (in his role as consumer) should be valued not only as an economic agent, but, above all, as a human being. The need to go after your heart and not just your pocket. Hence, it is necessary to first bare our own minds, before we bare the minds of our consumers. This book attempts to represent a theoretical-practical version of the fundamentals of consumer insight as a concept, tool and foundation of a centric consumer marketing, that is, a marketing based on people. These pages detail the techniques, tools, and cases of brands that have built their value promises or foundational strategies on these human truths. This new edition includes 11 cases of application of insight in sectors/industries such as microfinance, education, construction, real estate, personal care, mass consumption, among others. Shall we insight?This book title, Desnudando la mente del consumidor: Consumer insights en el marketing / Undressing the Consumer's Mind: Consumer Insights in Marketing, ISBN: 9786075697086, by Cristina Quiñones, published by Planeta Publishing Corp (June 25, 2024) is available in paperback. Our minimum order quantity is 25 copies. All standard bulk book orders ship FREE in the continental USA and delivered in 4-10 business days.
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