| Description |
1 online resource (25368 pages) |
| Summary |
Buyer 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 marketing outcomes. Listeners will learn how to segment their customer base, investigate each customer type, and apply a radically more relevant process of message selection, content creation, and distribution through the channels that earn buyers' trust. Rather than relying on generic data or guesswork to determine what the buyer wants, the buyer persona approach allows companies to ask the buyer directly and obtain more precise guidance. Buyer personas are composite pictures of the people who buy solutions, services or products, crafted through a unique type of interview with the people the marketer wants to influence. This book provides step-by-step guidance toward implementing the buyer persona approach, with the advice of an internationally-respected expert. Listen to this book to learn who buys what, and why; understand your buyer's goals and how you can address them; tailor your marketing activities to your buyer's expectations; and see the purchase through the customer's eyes |
| Notes |
Copyright © Ascent Audio |
| Issuing Body |
Made available through: Safari, an O'Reilly Media Company |
| Notes |
Online resource; Title from title page (viewed November 12, 2019) |
| Subject |
Consumer behavior.
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Business.
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Marketing -- Management.
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Business.
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Consumer behavior.
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Marketing -- Management.
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| Form |
Streaming audio
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| Author |
Ward, Pam, narrator
|
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O'Reilly for Higher Education (Firm), distributor.
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Safari, an O'Reilly Media Company
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| ISBN |
9781469076843 |
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1469076845 |
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