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Buyer Personas [[electronic resource] ] : How to Gain Insight into your Customer's Expectations, Align your Marketing Strategies, and Win More Business
| Buyer Personas [[electronic resource] ] : How to Gain Insight into your Customer's Expectations, Align your Marketing Strategies, and Win More Business |
| Autore | Revella Adele |
| Pubbl/distr/stampa | Hoboken, : Wiley, 2015 |
| Descrizione fisica | 1 recurso en linea (241 p.) |
| Disciplina | 658.8/343 |
| Soggetto topico |
Comportamiento del consumidor
Casos de estudio Marketing Libros electrónicos Negocios Comercio Economía |
| ISBN |
1-119-20992-7
1-118-96165-X |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Buyer Personas: How to Gain Insight into Your Customer's Expectations, Align Your Marketing Strategies, and Win More Business; Contents; Foreword; Acknowledgments; Introduction: Listen First, Then Speak; Why Is Everyone Talking about Buyer Personas?; Will This Approach Work for You?; Part I: Understanding the Art and Science of Buyer Personas; Chapter 1: Understand Buying Decisions and the People Who Make Them; Why the ""Know Your Customer"" Rule Has Been Redefined; A Clothes Dryer's Extra Setting Made All the Difference; Will You Understand Your Buyers' Decisions?
Relying on Buyer Demographics and PsychographicsHow Marketers Benefit from Buyer Profiles; Buying Insights Complete Your Persona; High-Consideration Decisions Reveal the Best Insights; Buying Insights from a Quick Trip to London; Chapter 2: Focus on the Insights That Guide Marketing Decisions; Listening to Kathy; Frustrated, a Newly Minted Consultant Invents Personas; Buyers Have Distinct Expectations; The 5 Rings of Buying Insight; Insight 1-Priority Initiative; Insight 2-Success Factors; Insight 3-Perceived Barriers; Insight 4-Buyer's Journey; Insight 5-Decision Criteria Give Your Buyer a Seat at the TableCreating Effective Messaging; Generating High-Quality Leads; Shortening the Sales Cycle; Speed to Revenue; Resolving Ties between Your Company's Products and Those of the Competition; Identifying Which Types of Buyers You Need to Influence and How to Reach Them; Buying Insight Opens Doors to C-Level Executives; Chapter 3: Decide How You Will Discover Buyer Persona Insights; The Most Important Nine Months of My Career; How Interviews Reveal Insight; Is This Another Kind of Qualitative Research?; Crafting the Low-Consideration Buyer's Story Using B2B Salespeople to Build Buyer PersonasThe Pros and Cons of Buyer Surveys; When to Use Focus Groups; Will Big Data Deliver Insights?; How Social Media Contributes to Buyer Personas; SAP Gains High-Value Insights through Web Analytics; Part II: Interviewing for Buying Insights; Chapter 4: Gain Permission and Schedule Buyer Interviews; Persuade Stakeholders That You Need Buying Insights; Overcome the ""We Know Our Buyers"" Objection; When You Don't Have Time for Buyer Persona Interviews; Use Your Sales Database to Find Buyers to Interview Sometimes You Want to Avoid Your Internal DatabaseUsing Professional Recruiters to Set Interview Appointments; Which Buyer Should You Interview?; Interview Buyers Who Chose You as Well as Those Who Did Not; Contacting Buyers to Request an Interview; Chapter 5: Conduct Probing Buyer Interviews; Who Should Conduct the Interview?; Prepare for Your Buyer Interview; Getting It on the Record; ""Take Me Back to the Day...""; Use Your Buyer's Words to Probe for Insight; Go Slowly to Capture the Whole Story; Questions That Keep the Conversation Flowing; An Example Interview with Tim Look for Insight When Buyers Use Jargon |
| Record Nr. | UNINA-9910460129103321 |
Revella Adele
|
||
| Hoboken, : Wiley, 2015 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Buyer Personas [[electronic resource] ] : How to Gain Insight into your Customer's Expectations, Align your Marketing Strategies, and Win More Business
| Buyer Personas [[electronic resource] ] : How to Gain Insight into your Customer's Expectations, Align your Marketing Strategies, and Win More Business |
| Autore | Revella Adele |
| Pubbl/distr/stampa | Hoboken, : Wiley, 2015 |
| Descrizione fisica | 1 recurso en linea (241 p.) |
| Disciplina | 658.8/343 |
| Soggetto topico |
Comportamiento del consumidor
Casos de estudio Marketing Libros electrónicos Negocios Comercio Economía |
| ISBN |
1-119-20992-7
1-118-96165-X |
| Classificazione | BUS043000BUS016000BUS043010 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Buyer Personas: How to Gain Insight into Your Customer's Expectations, Align Your Marketing Strategies, and Win More Business; Contents; Foreword; Acknowledgments; Introduction: Listen First, Then Speak; Why Is Everyone Talking about Buyer Personas?; Will This Approach Work for You?; Part I: Understanding the Art and Science of Buyer Personas; Chapter 1: Understand Buying Decisions and the People Who Make Them; Why the ""Know Your Customer"" Rule Has Been Redefined; A Clothes Dryer's Extra Setting Made All the Difference; Will You Understand Your Buyers' Decisions?
Relying on Buyer Demographics and PsychographicsHow Marketers Benefit from Buyer Profiles; Buying Insights Complete Your Persona; High-Consideration Decisions Reveal the Best Insights; Buying Insights from a Quick Trip to London; Chapter 2: Focus on the Insights That Guide Marketing Decisions; Listening to Kathy; Frustrated, a Newly Minted Consultant Invents Personas; Buyers Have Distinct Expectations; The 5 Rings of Buying Insight; Insight 1-Priority Initiative; Insight 2-Success Factors; Insight 3-Perceived Barriers; Insight 4-Buyer's Journey; Insight 5-Decision Criteria Give Your Buyer a Seat at the TableCreating Effective Messaging; Generating High-Quality Leads; Shortening the Sales Cycle; Speed to Revenue; Resolving Ties between Your Company's Products and Those of the Competition; Identifying Which Types of Buyers You Need to Influence and How to Reach Them; Buying Insight Opens Doors to C-Level Executives; Chapter 3: Decide How You Will Discover Buyer Persona Insights; The Most Important Nine Months of My Career; How Interviews Reveal Insight; Is This Another Kind of Qualitative Research?; Crafting the Low-Consideration Buyer's Story Using B2B Salespeople to Build Buyer PersonasThe Pros and Cons of Buyer Surveys; When to Use Focus Groups; Will Big Data Deliver Insights?; How Social Media Contributes to Buyer Personas; SAP Gains High-Value Insights through Web Analytics; Part II: Interviewing for Buying Insights; Chapter 4: Gain Permission and Schedule Buyer Interviews; Persuade Stakeholders That You Need Buying Insights; Overcome the ""We Know Our Buyers"" Objection; When You Don't Have Time for Buyer Persona Interviews; Use Your Sales Database to Find Buyers to Interview Sometimes You Want to Avoid Your Internal DatabaseUsing Professional Recruiters to Set Interview Appointments; Which Buyer Should You Interview?; Interview Buyers Who Chose You as Well as Those Who Did Not; Contacting Buyers to Request an Interview; Chapter 5: Conduct Probing Buyer Interviews; Who Should Conduct the Interview?; Prepare for Your Buyer Interview; Getting It on the Record; ""Take Me Back to the Day...""; Use Your Buyer's Words to Probe for Insight; Go Slowly to Capture the Whole Story; Questions That Keep the Conversation Flowing; An Example Interview with Tim Look for Insight When Buyers Use Jargon |
| Record Nr. | UNINA-9910797064603321 |
|
Revella Adele
|
||
| Hoboken, : Wiley, 2015 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Buyer Personas : How to Gain Insight into your Customer's Expectations, Align your Marketing Strategies, and Win More Business
| Buyer Personas : How to Gain Insight into your Customer's Expectations, Align your Marketing Strategies, and Win More Business |
| Autore | Revella Adele |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Hoboken, : Wiley, 2015 |
| Descrizione fisica | 1 recurso en linea (241 p.) |
| Disciplina | 658.8/343 |
| Soggetto topico |
Comportamiento del consumidor
Casos de estudio Marketing Libros electrónicos Negocios Comercio Economía |
| ISBN |
1-119-20992-7
1-118-96165-X |
| Classificazione | BUS043000BUS016000BUS043010 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Buyer Personas: How to Gain Insight into Your Customer's Expectations, Align Your Marketing Strategies, and Win More Business; Contents; Foreword; Acknowledgments; Introduction: Listen First, Then Speak; Why Is Everyone Talking about Buyer Personas?; Will This Approach Work for You?; Part I: Understanding the Art and Science of Buyer Personas; Chapter 1: Understand Buying Decisions and the People Who Make Them; Why the ""Know Your Customer"" Rule Has Been Redefined; A Clothes Dryer's Extra Setting Made All the Difference; Will You Understand Your Buyers' Decisions?
Relying on Buyer Demographics and PsychographicsHow Marketers Benefit from Buyer Profiles; Buying Insights Complete Your Persona; High-Consideration Decisions Reveal the Best Insights; Buying Insights from a Quick Trip to London; Chapter 2: Focus on the Insights That Guide Marketing Decisions; Listening to Kathy; Frustrated, a Newly Minted Consultant Invents Personas; Buyers Have Distinct Expectations; The 5 Rings of Buying Insight; Insight 1-Priority Initiative; Insight 2-Success Factors; Insight 3-Perceived Barriers; Insight 4-Buyer's Journey; Insight 5-Decision Criteria Give Your Buyer a Seat at the TableCreating Effective Messaging; Generating High-Quality Leads; Shortening the Sales Cycle; Speed to Revenue; Resolving Ties between Your Company's Products and Those of the Competition; Identifying Which Types of Buyers You Need to Influence and How to Reach Them; Buying Insight Opens Doors to C-Level Executives; Chapter 3: Decide How You Will Discover Buyer Persona Insights; The Most Important Nine Months of My Career; How Interviews Reveal Insight; Is This Another Kind of Qualitative Research?; Crafting the Low-Consideration Buyer's Story Using B2B Salespeople to Build Buyer PersonasThe Pros and Cons of Buyer Surveys; When to Use Focus Groups; Will Big Data Deliver Insights?; How Social Media Contributes to Buyer Personas; SAP Gains High-Value Insights through Web Analytics; Part II: Interviewing for Buying Insights; Chapter 4: Gain Permission and Schedule Buyer Interviews; Persuade Stakeholders That You Need Buying Insights; Overcome the ""We Know Our Buyers"" Objection; When You Don't Have Time for Buyer Persona Interviews; Use Your Sales Database to Find Buyers to Interview Sometimes You Want to Avoid Your Internal DatabaseUsing Professional Recruiters to Set Interview Appointments; Which Buyer Should You Interview?; Interview Buyers Who Chose You as Well as Those Who Did Not; Contacting Buyers to Request an Interview; Chapter 5: Conduct Probing Buyer Interviews; Who Should Conduct the Interview?; Prepare for Your Buyer Interview; Getting It on the Record; ""Take Me Back to the Day...""; Use Your Buyer's Words to Probe for Insight; Go Slowly to Capture the Whole Story; Questions That Keep the Conversation Flowing; An Example Interview with Tim Look for Insight When Buyers Use Jargon |
| Record Nr. | UNINA-9910878801403321 |
|
Revella Adele
|
||
| Hoboken, : Wiley, 2015 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Coolhunting, tendencias e innovación a la cacería del futuro / / Paula Riveros Tovar
| Coolhunting, tendencias e innovación a la cacería del futuro / / Paula Riveros Tovar |
| Autore | Riveros Tovar Paula |
| Edizione | [2a. edición.] |
| Pubbl/distr/stampa | Bogotá : , : Ediciones de la U, , 2019 |
| Descrizione fisica | 1 recurso en línea (214 páginas) |
| Disciplina | 658.8342 |
| Collana | Marketing |
| Soggetto topico |
Consumer behavior
Strategic planning Marketing research Comportamiento del consumidor Planificación estratégica Investigación de mercados |
| Soggetto genere / forma | Libros electronicos. |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | spa |
| Record Nr. | UNINA-9910398193303321 |
|
Riveros Tovar Paula
|
||
| Bogotá : , : Ediciones de la U, , 2019 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Coolhunting, tendencias e innovación a la cacería del futuro / / Paula Riveros Tovar
| Coolhunting, tendencias e innovación a la cacería del futuro / / Paula Riveros Tovar |
| Autore | Riveros Tovar Paula |
| Edizione | [2a. edición.] |
| Pubbl/distr/stampa | Bogotá : , : Ediciones de la U, , 2019 |
| Descrizione fisica | 1 recurso en línea (214 páginas) |
| Disciplina | 658.8342 |
| Collana | Marketing |
| Soggetto topico |
Consumer behavior
Strategic planning Marketing research Comportamiento del consumidor Planificación estratégica Investigación de mercados |
| Soggetto genere / forma | Libros electronicos. |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | spa |
| Record Nr. | UNINA-9910672352003321 |
|
Riveros Tovar Paula
|
||
| Bogotá : , : Ediciones de la U, , 2019 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing : conceptos y aplicaciones / / Mauricio Ortiz Velásquez (editor) ; Harold Silva Guerra [y otros 4]
| Marketing : conceptos y aplicaciones / / Mauricio Ortiz Velásquez (editor) ; Harold Silva Guerra [y otros 4] |
| Pubbl/distr/stampa | Barranquilla : , : Universidad del Norte, , [2014] |
| Descrizione fisica | 1 online resource (218 p.) |
| Disciplina | 658.8 |
| Altri autori (Persone) | Silva GuerraHarold |
| Soggetto topico |
Marketing
Comercialización Market segmentation Segmentación del mercado Consumer behavior Comportamiento del consumidor |
| Soggetto genere / forma | Libros electronicos. |
| ISBN |
958-741-495-0
958-741-494-2 958-741-493-4 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | spa |
| Nota di contenuto |
MARKETING: CONCEPTOS Y APLICACIONES; PÁGINA LEGAL; CONTENIDO; AUTORES; PREFACIO; PARTE 1 CONCEPTOS DE MARKETING; 1 MARKETING: UNA VISIÓN GENERAL Y SU PROCESO; ¿QUÉ ES EL MARKETING?; EL PROCESO DE MARKETING; Necesidades, deseos y demanda del consumidor; Productos, servicios y experiencias; Valor y satisfacción del cliente; Valor; Satisfacción del consumidor; El intercambio; Mercados; ORIENTACIONES DE LAS ESTRATEGIAS DE MARKETING; Concepto de producción; Concepto de producto; Concepto de ventas; Concepto de marketing; Concepto de marketing social; 2 AMBIENTE DE MARKETING; AMBIENTE DE MARKETING
ENTORNOSEntorno Interno; Entorno del cliente; Entorno externo; FACTORES DEL ENTORNO INTERNO; La empresa; Proveedores; Intermediarios; Competidores; Públicos; FACTORES DEL ENTORNO DE LOS CLIENTES; FACTORES DEL ENTORNO EXTERNO; Factores Sociales; Demografía; Ética; Cultura; Factores políticos; Factores legales; Factores económicos; Factores tecnológicos; PARTE 2 CONOCIMIENTO DEL MERCADO Y DEL CLIENTE; 3 SISTEMAS DE INFORMACIÓN DE MARKETING; EL SISTEMA DE INFORMACIÓN DE MARKETING (SIM); La información que necesita el gerente; Bases de datos internas; Minería de datos; Investigación de mercados Información estratégica de marketingLA INVESTIGACIÓN DE MERCADOS EN EL MARKETING; Concepto y contenido; Proceso de la investigación de mercados1; Paso 1. Definición del problema y objetivos de investigación; Objetivo general; Objetivos específicos; Paso 2. Establecer el diseño de investigación; Diseños de investigación; Fuentes de datos; Paso 3. Definir el método de investigación; Método de investigación por observación; Observación humana; Observación con máquinas; Método de investigación por comunicación; Técnica de investigación por encuestas; El cuestionario estructurado de investigación Paso 4. Diseño de la muestraDefinir la población de estudio; Definir el método de muestreo; Determinar el tamaño de la muestra; Selección de la muestra; Paso 5. Recopilación de los datos: el trabajo de campo; Paso 6. Procesamiento de los datos; Paso 7. Análisis de los datos; La tabulación de los datos; Tablas de frecuencias cruzadas; Análisis de la información; Paso 8. Comunicación de los resultados para la toma de decisiones; 4 COMPORTAMIENTO DEL CONSUMIDOR; COMPORTAMIENTO DEL CONSUMIDOR: DOS PERSPECTIVAS TRADICIONALES; PERSPECTIVA ORIENTADA AL PROCESO DE COMPRA El proceso de toma de decisiones de compra del consumidorFuerzas que influencian las decisiones de compra de los consumidores; Fuerzas culturales; Fuerzas sociales; Fuerzas personales; Fuerzas psicológicas; PERSPECTIVA ORIENTADA A LA EXPERIENCIA DE CONSUMO DE LOS CONSUMIDORES; Consumo utilitario y consumo hedónico; Etapas de la experiencia de consumo; Tipos de encuentros en la experiencia de consumo; PARTE 3 DISEÑO Y APLICACIÓN DE MARKETING; 5 SEGMENTACIÓN, MERCADO Y POSICIONAMIENTO ; SEGMENTACIÓN DE MERCADO; Identificación de segmentos; El proceso de segmentación; Ejemplo 1; Ejemplo 2 MERCADO META |
| Record Nr. | UNINA-9910672124303321 |
| Barranquilla : , : Universidad del Norte, , [2014] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Shopper marketing : estrategias de mercado / / Georg August Krentzel
| Shopper marketing : estrategias de mercado / / Georg August Krentzel |
| Autore | Krentzel Georg August |
| Pubbl/distr/stampa | Bogotá : , : Ediciones de la U, , 2019 |
| Descrizione fisica | 1 recurso en línea (245 páginas) : ilustraciones |
| Disciplina | 658.82 |
| Collana | Marketing |
| Soggetto topico |
Sales promotion
Marketing - Management Consumer behavior Promoción de ventas Administración de mercadeo Comportamiento del consumidor |
| Soggetto genere / forma | Libros electronicos. |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | spa |
| Record Nr. | UNINA-9910398193603321 |
|
Krentzel Georg August
|
||
| Bogotá : , : Ediciones de la U, , 2019 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Shopper marketing : estrategias de mercado / / Georg August Krentzel
| Shopper marketing : estrategias de mercado / / Georg August Krentzel |
| Autore | Krentzel Georg August |
| Pubbl/distr/stampa | Bogotá : , : Ediciones de la U, , 2019 |
| Descrizione fisica | 1 recurso en línea (245 páginas) : ilustraciones |
| Disciplina | 658.82 |
| Collana | Marketing |
| Soggetto topico |
Sales promotion
Marketing - Management Consumer behavior Promoción de ventas Administración de mercadeo Comportamiento del consumidor |
| Soggetto genere / forma | Libros electronicos. |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | spa |
| Record Nr. | UNINA-9910672353903321 |
|
Krentzel Georg August
|
||
| Bogotá : , : Ediciones de la U, , 2019 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Soggetto topico
-
Comportamiento del consumidor
(8)
- Consumer behavior (5)
- Marketing (4)
- Casos de estudio (3)
- Comercio (3)