000			02897cam a2200325 i 4500
001			18422199
003			MX-MeUAM
005			20240918120220.0
008			211105s2015 nju frb 001 0 eng d
020			_a9781118961667 (epub)
020			_a9781118961650 (pdf)
020			_z9781118961506 (hardback)
040			_aDLC _bspa _cDLC _dDLC _dMX-MeUAM
050		4	_aHF5415.32
100	1		_aRevella, Adele _925356
245	1	0	_aBuyer personas : _bhow to gain insight into your customers expectations, align your marketing strategies, and win more business / _cAdele Revella.
260			_aHoboken : _bWiley, _c2015
300			_axxiv, 215 p. ; _c24 cm.
490	0		_aThe new rules series
504			_aIncluye índice.
520			_a"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 marketing outcomes. Readers 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 the 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 and actionable 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. 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 See the purchase through the customer's eyes A recent services industry survey reports that 52 percent of their marketers have buyer personas, and another 28 percent expect to add them within the next two years - but only 14.6 percent know how to use them. To avoid letting such a valuable tool go to waste, access the expert perspective in Buyer Personas, and craft a more relevant marketing strategy"-- _cProvided by publisher.
590			_aCveAsig: 40363;
590			_aProgEdu: 28002;
590			_aAresCon: ADMINISTRATIVAS;
650		7	_aComportamiento del consumidor. _2lemb
650		4	_aMarketing _xAdministración.
650		7	_aMercadeo _xAdministración. _2lemb
856	4	0	_3Cover image _uhttp://catalogimages.wiley.com/images/db/jimages/9781118961506.jpg
942			_cLIBRO
999			_c248519 _d248518