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Buyer personas : how to gain insight into your customer's expectations, align your marketing strategies, and win more business

Author: Adele Revella
Publisher: Hoboken, New Jersey : Wiley, [2015]
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"See your offering through the buyer's eyes for more effective marketingBuyer Personas is the marketer's actionable guide to learning what your buyer wants and how they make decisions. Written by the world's leading authority on buyer personas, this book provides comprehensive coverage of a compelling new way to conduct buyer studies, plus practical advice on adopting the buyer persona approach to measurably improve  Read more...
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Additional Physical Format: Online version:
Revella, Adele.
Buyer personas.
Hoboken : Wiley, 2015
(DLC) 2014050053
Document Type: Book
All Authors / Contributors: Adele Revella
ISBN: 9781118961506 1118961501
OCLC Number: 889183223
Description: xxiv, 215 pages ; 24 cm
Contents: Part I. Understanding the art and science of buyer personas --
Understand buying decisions and the people who make them --
Focus on the insights that guide marketing decisions --
Decide how you will discover buyer persona insights --
Part II. Interviewing for buying insights --
Gain permission and schedule buyer interviews --
Conduct probing buyer interviews --
Mine your interviews for buying insights --
Determine how many buyer personas you need --
Part III. Aligning your strategies to win more business --
Decide what to say to buyers --
Design marketing activities to enable your buyer's journey --
Align sales and marketing to help buyers decide --
Start small, with an eye to the future.
Responsibility: Adele Revella.
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Abstract:

Named one of Fortune Magazine s 5 Best Business Books in 2015 See your offering through the buyer's eyes for more effective marketing Buyer Personas is the marketer's actionable guide to  Read more...

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