Buyer personas : gain deep insight into your customers' buying decisions and win more business
tarafından
Kraus, Jim (President of Buyer Persona Institute), author.
Başlık
:
Buyer personas : gain deep insight into your customers' buying decisions and win more business
Yazar
:
Kraus, Jim (President of Buyer Persona Institute), author.
ISBN
:
9781394308699
9781394236343
9781394236350
Basım Bilgisi
:
Revised and expanded [edition].
Fiziksel Tanımlama
:
1 online resource (viii, 224 pages) : illustrations (some color)
Genel Not
:
Includes index.
İçerik
:
Introduction: Listen First, Then Speak -- PART I The Art and Science of Buyer Personas -- Chapter 1 Understanding Buying Decisions and the People Who Make Them -- Chapter 2 Focus on Insights That Guide Marketing and Sales Enablement -- Chapter 3 Decide How You Will Discover Buyer Persona Insights -- PART II Interviewing for Buying Insights -- Chapter 4 Setting Up Your Buyer Persona Study -- Chapter 5 Gain Permission and Schedule Buyer Interviews -- Chapter 6 Conduct Probing Buyer Interviews -- PART III Creating Your Buyer Persona -- Chapter 7 Mine Your Interviews for Buying Insights -- Chapter 8 Communicate Buying Insights for Impact -- Chapter 9 Conduct Survey Research to Enhance Buying Insights -- PART IV Aligning Your Strategies to Win More Business -- Chapter 10 Decide What to Say to Buyers -- Chapter 11 Adjust Strategies to Deliver the Knowledge and Experience Buyers Want -- Chapter 12 Start Small, with an Eye to the Future -- Acknowledgments -- About the Authors -- Index.
Özet
:
"Fast forward ten years and the need to understand the buying decision has never been more important. For high consideration buying decisions, buyers frequently struggle to get the information they need to evaluate competitive alternatives and feel confident in their choices. Research shows this results in lost sales for providers and missed opportunities for buyers to improve their business. While providers may have a sense for the outcomes that buyers expect from investing in their solutions, most are still unaware of the features that are most important to them and concerns they have moving away from the status quo. There are also questions about when, where, and how buyers seek out information to inform a particular buying decision they are involved in. Without this knowledge, marketers are wasting time and resources on their best guesses about what buyers really need. As a result, the second edition of the book will focus on four areas"-- Provided by publisher.
Notlar
:
John Wiley and Sons
Konu Terimleri
:
Consumer behavior.
Marketing -- Management.
Consommateurs -- Comportement.
Marketing -- Gestion.
Yazar Ek Girişi
:
Revella, Adele,
Elektronik Erişim
:
| Kütüphane | Materyal Türü | Demirbaş Numarası | Yer Numarası | [[missing key: search.ChildField.HOLDING]] | Durumu/İade Tarihi |
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| Çevrimiçi Kütüphane | E-Kitap | 599221-1001 | HF5415.32 .R48 2024 | | Wiley E-Kitap Koleksiyonu |