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Full Product Details

Author:   Jim Kraus (Buyer Persona Institute (BPI)) ,  Adele Revella (Buyer Persona Institute (BPI); KS&R, Inc.)
Publisher:   John Wiley & Sons Inc
Imprint:   John Wiley & Sons Inc
Edition:   2nd edition
Dimensions:   Width: 16.00cm , Height: 3.10cm , Length: 23.10cm
Weight:   0.408kg
ISBN:  

9781394236336

ISBN 10:   1394236336
Pages:   240
Publication Date:   22 July 2024
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In stock  
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Table of Contents

Introduction: Listen First, Then Speak 1 PART I The Art and Science of Buyer Personas 9 Chapter 1 Understanding Buying Decisions and the People Who Make Them 13 Chapter 2 Focus on Insights That Guide Marketing and Sales Enablement 31 Chapter 3 Decide How You Will Discover Buyer Persona Insights 43 PART II Interviewing for Buying Insights 55 Chapter 4 Setting Up Your Buyer Persona Study 57 Chapter 5 Gain Permission and Schedule Buyer Interviews 73 Chapter 6 Conduct Probing Buyer Interviews 87 PART III Creating Your Buyer Persona 109 Chapter 7 Mine Your Interviews for Buying Insights 111 Chapter 8 Communicate Buying Insights for Impact 131 Chapter 9 Conduct Survey Research to Enhance Buying Insights 147 PART IV Aligning Your Strategies to Win More Business 167 Chapter 10 Decide What to Say to Buyers 169 Chapter 11 Adjust Strategies to Deliver the Knowledge and Experience Buyers Want 185 Chapter 12 Start Small, with an Eye to the Future 201 Acknowledgments 213 About the Authors 215 Index 217

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Author Information

JIM KRAUS is the President of Buyer Persona Institute (BPI) and a Principal of KS&R, Inc., a leading global market research and consulting firm. Jim has spent his entire career as an executive and consultant, advising small to market leading global brands on how to understand their prospective buyers and why they make the buying decisions that they do. ADELE REVELLA is the Founder of Buyer Persona Institute (BPI) and a leading authority on buyer personas. A career marketer with decades of experience, Adele has seen the discipline from all sides: executive, consultant, trainer and entrepreneur. Now retired, she traveled the world as a marketing and business leadership speaker, consultant, blogger and workshop facilitator.

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