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. 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.
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.
Buyer Personas: How to Gain Insight into your Customer's Expectations, Align your Marketing Strategies, and Win More Business #ad - 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. 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.
Named one of fortune magazine’s “5 best business books” in 2015See your offering through the buyer's eyes for more effective marketing Buyer Personas is the marketer's actionable guide to learning what your buyer wants and how they make decisions.
Confessions of the Pricing Man: How Price Affects EverythingCopernicus #ad - The world’s foremost expert on pricing strategy shows how this mysterious process works and how to maximize value through pricing to company and customer. In all walks of life, we constantly make decisions about whether something is worth our money or our time, or try to convince others to part with their money or their time.
From the global release of the latest electronic gadget to the bewildering gyrations of oil futures to markdowns at the bargain store, price is the most powerful and pervasive economic force in our day-to-day lives and one of the least understood. The recipe for successful pricing often sounds like an exotic cocktail, strategy, with equal parts psychology, economics, tools and incentives stirred up together, usually with just enough math to sour the taste.
You will never look at pricing the same way again. Price is the place where value and money meet. A world-renowned speaker on pricing and a trusted advisor to fortune 500 executives, to a distinguished academic career, Simon’s lifelong journey has taken him from rural farmers’ markets, to a long second career as an entrepreneur and management consultant to companies large and small throughout the world.
Confessions of the Pricing Man: How Price Affects Everything #ad - Along the way, and helped countless managers and executives use pricing as a way to create new markets, he has learned from Nobel Prize winners and leading management gurus, grow their businesses and gain a sustained competitive advantage. That leads managers to water down the drink with hunches and rules of thumb, or leave out the parts with which they don’t feel comfortable.
While this makes for a sweeter drink, it often lacks the punch to have an impact on the customer or on the business. It doesn’t have to be that way, though, as Hermann Simon illustrates through dozens of stories collected over four decades in the trenches and behind the scenes.
The Essential Persona Lifecycle: Your Guide to Building and Using PersonasMorgan Kaufmann #ad - This book is for people who just need to know what to do and what order to do it in. It is completely focused on practical tools and methods, without much explanation on why the particular tool or method is the right one. The essential persona lifecycle: your guide to building and Using Personas offers a practical guide to the creation and use of personas, which can help product designers, their team, and their organization become more user focused.
The book discusses the five phases of persona lifecycle: family planning — basic ideas and a few tools that will help one get organizedconception and gestation — step-by-step instructions to move from assumptions to completed personasBirth and maturation — Strategic techniques to get the right information about ones personas out to ones your teammates at the right timeAdulthood — Specific tools that will ensure that ones personas are used by the right people at the right times and in the right ways during the product development cycleLifetime achievement and retirement — Basic ideas and a few tools to you measure the success of the persona effort and prepare for the next onePractical and immediately applicable how-to reference guide for building and using personas – from planning, launching, evaluating, The Persona Lifecycle, as a quick, creating, and determining ROIInvaluable guide that gives you a quick reference for incorporating personas into a product development processFeatures all the essential how-to material from its parent book, at your fingertips companion.
Market Segmentation: How to Do It and How to Profit from ItWiley #ad - Nothing in business works unless markets are correctly defined, mapped, quantified and segmented. Why else have hundreds of billions of dollars been wasted on excellent initiatives such as TQM, Knolwedge Management, Balanced Scorecards, latterly, BPR, Innovation, Relationship Marketing and, Six Sigma, of course, CRM? The answer, is because of a structured approach to market segmentation.
It is an essential text for professionals and students based on a wealth of practical experience and packed with examples and easily used checklists. Market segmentation: how to do it and how to profit from it, miserable, systematic process for arriving at genuine, revised and updated 4th Edition is the only book that spells out a totally dispassionate, needs-based segments that can enable organizations to escape from the dreay, downward pricing spiral which results from getting market segmentation wrong.
Market Segmentation: How to Do It and How to Profit from It #ad - . Market segmentation: how to do it and how to profit from it, revised and updated 4th Edition provides a structured, no-nonsense approach to getting market segmentation right.
The Inside Advantage: The Strategy that Unlocks the Hidden Growth in Your BusinessMcGraw-Hill Education #ad - Now, through his growth discovery Process, he is making his strategy available to all people who know their craft but don't know how to craft a growth strategy. This strength usually lies unrecognized in an activity the business is currently performing or in a concept or an idea that the business already owns.
Doing what you're good at and doing it better than anyone else will create growth. Friday's, zales, not-for-profit organizations, as well as not-so-famous B2B firms, Nestlé, and L'Oréal, and start-ups. He calls this an Inside Advantage. Be the driving force Behind Your Company's Growth Robert H. Bloom has discovered that every enterprise has at least one strategic asset-one existing strength-that can form the foundation for future growth.
The Inside Advantage: The Strategy that Unlocks the Hidden Growth in Your Business #ad - It will guide you to a clear understanding of who your customers are and what your special offerings to those customers should be. This strategy reflects bloom's 45 years of experience in growing businesses and brands of every size and type, including famous companies such as Southwest Airlines, T-Mobile, T.
G. I. Whether you are a business leader, a manager, or an entrepreneur, this Growth Discovery Process will enable you to gain a profound insight into the core values of your enterprise.
The User is Always Right: A Practical Guide to Creating and Using Personas for the Web Voices That MatterNew Riders #ad - How do we ensure that our web sites actually give users what they need? What are the best ways to understand our users' goals, and attitudes, behaviors, and then turn that understanding into business results? Personas bring user research to life and make it actionable, ensuring we're making the right decisions based on the right information.
The user is always right: a practical guide to creating and using personas takes you through each step of persona creation, various methods for generating persona segmentation, new ways to apply quantitative research such as surveys to persona creation, including tips for conducting qualitative user research, and proven techniques for making personas realistic.
The User is Always Right: A Practical Guide to Creating and Using Personas for the Web Voices That Matter #ad - You'll also learn how to use personas effectively, from directing overall business strategy and prioritizing features and content to making detailed decisions about information architecture, content, and design. This practical guide explains how to create and use personas to make your site more successful.
Scaling Up: How a Few Companies Make It...and Why the Rest Don't Rockefeller Habits 2.0Gazelles, Inc. #ad - Scaling up focuses on the four major decision areas every company must get right: People, Execution, Strategy, and Cash. This book is written so everyone — from frontline employees to senior executives — can get aligned in contributing to the growth of a firm. Scaling up Rockefeller Habits 2. 0 is the first major revision of this business classic which details practical tools and techniques for building an industry-dominating business.
Winner of the international book awards for general businesswinner of the Readers' Favorite International Book Award for Non-Fiction BusinessIt’s been over a decade since Verne Harnish’s best-selling book Mastering the Rockefeller Habits was first released. The book includes a series of new one-page tools including the updated one-page strategic plan and the Rockefeller Habits ChecklistTM, 000 firms around the globe have used to scale their companies successfully — many to $10 million, which more than 40, $100 million, and $1 billion and beyond – while enjoying the climb!.
Key Performance Indicators KPI: The 75 measures every manager needs to know Financial Times SeriesFinancial Times/ Prentice Hall #ad - By identifying and describing the most powerful financial and non-financial KPIs, this book will make life easier for you by defining them, explaining how and when they should be used and providing a rich library of KPIs that have been proven to significantly improve performance. The book presents case examples to illustrate the selection and use of the KPIs and provides tools such as KPI selection templates and Key Performance Questions to help you apply the most appropriate KPIs effectively in your business.
Uncommon Service: How to Win by Putting Customers at the Core of Your BusinessHarvard Business Review Press #ad - Most companies treat service as a low-priority business operation, keeping it out of the spotlight until a customer complains. Then service gets to make a brief appearance – for as long as it takes to calm the customer down and fix whatever foul-up jeopardized the relationship. In uncommon service, in a volatile economy where the old rules of strategic advantage no longer hold true, Frances Frei and Anne Morriss show how, service must become a competitive weapon, not a damage-control function.
That means weaving service tightly into every core decision your company makes. The authors reveal a transformed view of service, presenting an operating model built on tough choices organizations must make:• how do customers define “excellence” in your offering? is it convenience? Friendliness? Flexible choices? Price?• How will you get paid for that excellence? Will you charge customers more? Get them to handle more service tasks themselves?• How will you empower your employees to deliver excellence? What will your recruiting, selection, training, and job design practices look like? What about your organizational culture?• How will you get your customers to behave? For example, what do you need to do to get them to treat your employees with respect? Do you need to make it easier for them to use new technology?Practical and engaging, Uncommon Service makes a powerful case for a new and systematic approach to service as a means of boosting productivity, profitability, and competitive advantage.
Handbook of Market Segmentation: Strategic Targeting for Business and Technology Firms, Third Edition Haworth Series in Segmented, Targeted, and Customized MarketRoutledge #ad - This happens because they haven’t developed an effective strategy for segmenting high-tech and industrial markets. This valuable research source puts the latest thinking from the business and academic communities at your fingertips. From the author: the most important thing I’ve learned from working in market segmentation research and strategy for more than 15 years is that few companies get the most from their target marketing.
Their top executives advocate the need to be market- or customer-oriented but base their marketing plans on cursory, incomplete, or emotional analyses. Handbook of market segmentation, selection, analysis, Third Edition: Strategic Target Marketing for Business and Technology Firm is a state-of-the-art guide to market identification, and strategy.
. Handbook of market segmentation, usage, lexmark international, third edition: strategic target marketing for business and technology firms examines: how to conduct effective, third edition: strategic target marketing for business and Technology Firms is an essential resource for business professionals working in the high-tech, and for educators training the next generation of marketers, and Sportmed and much more! Handbook of Market Segmentation, Pharmacia Corporation, and profitable segmentation studies segmentation options such as differentiation and niche marketing defining business markets a 10-point program for segmenting business markets planning and research business segmentation bases geographics, cost-efficient, benefits, and business service industries, managers, firmographics, purchasing behavior how North American Industrial Classification System NAICS has replaced SIC analysis criteria for choosing target markets implementing segmentation in business organizations how to conduct and benefit from a segmentation audit detailed segmentation studies on six companiesCollins Aviation Services, Dev-Soft, Dow Corning, industrial, and strategists.
Handbook of Market Segmentation: Strategic Targeting for Business and Technology Firms, Third Edition Haworth Series in Segmented, Targeted, and Customized Market #ad - Develop a successful strategy for segmenting high-tech and industrial markets! Whether it's due to a lack of focus, or just bad planning, lack of time, most companies fall short of the mark in their target marketing. They don’t have a process that introduces and improves their business segmentation planning and execution.
The latest edition of this marketing classic combines content and features from the previous editions with an emphasis on successful practices in business-to-business and high-tech segmentation.
Building a StoryBrand: Clarify Your Message So Customers Will ListenHarperCollins Leadership #ad - Building a storybrand does this by teaching listeners the seven universal story points all humans respond to, brochures, and how to create the most effective messaging for websites, the real reason customers make purchases, how to simplify a brand message so people understand it, and social media. Whether you are the marketing director of a multibillion-dollar company, or the lead singer of a rock band, a politician running for office, what you do, the owner of a small business, Building a StoryBrand will forever transform the way you talk about who you are, and the unique value you bring to your customers.
X. New york times best-selling author donald Miller uses the seven universal elements of powerful stories to teach listeners how to dramatically improve how they connect with customers and grow their businesses. Donald miller's storybrand process is a proven solution to the struggle business leaders face when talking about their businesses.
Building a StoryBrand: Clarify Your Message So Customers Will Listen #ad - This revolutionary method for connecting with customers provides listeners with the ultimate competitive advantage, ideas, revealing the secret for helping their customers understand the compelling benefits of using their products, or services.