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Named one of Fortune Magazine’s “5 Best Business Books” in 2015 See 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. 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.
In an era of corporate overreach when consumers have never been more vulnerable to digital surveillance, unsafe food, and dangerously faulty products, the president and CEO of Consumer Reports gives us a playbook to put the power back in our hands. You've been getting ripped off. The rules that have protected consumers for decades are failing. Companies are spying on us. Many of the products we once trusted are dangerous and failing at alarming rates. Whether we are buying a crib, a small appliance, an iPhone app, or shopping for car insurance, it's become harder than ever to know whether the choices we make in the marketplace are putting us at risk-either from physical harm or the abuse of our personal data by hackers or corporations. This is intolerable. It's wrong. And we don't have to put up with it anymore. Marta L. Tellado, the president and CEO of Consumer Reports, has been an advocate for consumers for decades. In Buyer Aware, Tellado shows you the steps you can take to protect yourself from predatory business practices, and how to exert your inherent power as a consumer to spur politicians and businesses to clean up their act. Only then can we ensure that we have an economy that is fair, safe, and transparent for all, and puts consumers first.
Have you ever thought why it is that so many Christians are reticent to enter into the ‘marketplace of ideas?’ Jesus commanded us to go into the world to deliver His message of truth, delivered in love. But He never said it would easy. In Buyer Beware, Janet Parshall takes the reader on a journey through the public square where ideas are ‘bought’ and ‘sold’ but where Truth is sometimes difficult to find. She examines some of the most controversial issues being debated in our culture today, by looking at them through the lens of Scripture. Using the prophet Jeremiah’s instructive letter to the exiles, held in Babylonian captivity, Parshall shows how a people, held captive in a sin-sick, fallen world, can live abundantly and triumphantly by loving God’s truth and by boldly declaring it in the public square. Buyer Beware is designed to encourage modern day saints as they enter the ‘marketplace’ by helping them discover the richness of God’s word and the poverty of the world’s message.
One of Charlotte's early streetcar suburbs, the Plaza-Midwood neighborhood epitomizes the New South vision of Charlotte. Its history reflects the growing of the New South and the nation as a whole. Plaza-Midwood, known for its architectural and social diversity, has been through the years a proposed enclave for Charlotte's New South elite, an "at risk" inner city area, and ultimately an urban success story. Plaza-Midwood's current prosperity can be attributed to the strength and vision of its "citizens," who continue to preserve the character and history of their community. Plaza-Midwood owes its survival to a dedicated neighborhood organization. Through their efforts, much of the area has been declared an historic district.
This is a complete and practical guide which highlights the authors' new strategic approaches to selling when the buyer initially declines or is resistant on a sales opportunity. Hopkins and Katt explain that most sales reps take a traditional linear approach to selling, but that the trick in closing is in taking a more creative and circular approach. That's the key. It all starts with how the buyer initially says, "No." Too many sales reps don't pay close attention as to how that's presented. Hopkins and Katt point out that "no" may suggest all sorts of other options -- avenues that can eventually lead to the buyer actually saying yes. The authors introduce a novel concept called the Circle of Persuasion which offers sales reps a new approach in this potentially tricky process. Along the way, WHEN BUYERS SAY NO details prescriptive steps and even sample dialogues that will instruct and guide sales professionals on how to best cultivate buyer-seller relationships. There's particular emphasis on how to establish the kind of rapport that ultimately leads to a successful close.
The original script of the award-winning off-Broadway play—“irresistibly entertaining [and] surprisingly moving” (Paul Rudnick). Alex More has a story to tell. A struggling actor in LA, he takes a job working in the Malibu basement of a beloved megastar. One day, the Lady Herself comes downstairs to play. It feels like real bonding in the basement—but will their relationship ever make it upstairs? A winner of the Lucille Lortel Award for Outstanding Solo Show, Buyer & Cellar is an outrageous comedy about the price of fame, the cost of things, and the oddest of odd jobs. “Jonathan Tolins has concocted an irresistible one-man play from the most peculiar of fictitious premises . . . This seriously funny slice of absurdist whimsy creates the illusion of a stage filled with multiple people, all of them with their own droll point of view.” —The New York Times “A gorgeous play: funny and beautifully observed and richly insightful.” —Moisés Kaufman “Tolins’s writing is smart, sharp, and hilarious—and he paints a vivid picture that even a perfectionist like Barbra would have to applaud.” —James Lapine
Updated for Obama’s last year in office, the liberal syndicated radio and television host Bill Press reflects on how the Obama administration has failed and disillusioned the American left. The bestselling liberal syndicated radio and television host Bill Press turns a critical eye on Barack Obama and assesses why his performance as president on issues liberals care deeply about has failed the American left. Press argues efficiently that Obama may have drawn the wrong lessons from the enthusiastic crowds that swarmed around him on the campaign trail in 2008—instead of seeing the potential and desire for a stronger progressivism, Obama tried to rise above and unite the parties. The tragedy of the Obama presidency is that, by trying to be the first “post-partisan” president, he ended up being one of the weakest. On issues as far ranging as gun safety to health care to foreign policy, Obama has let voters down by simply not doing enough or taking the wrong actions. As Press describes it, liberals began the Obama presidency with high hopes, and they now near its end with deep disappointment and a sense of buyer’s remorse.
This text outlines The Consumer Decision Model as a framework for applying consumer buying theory into marketing practice. It also shows how marketing strategies and plans can be based upon both qualitative and quantitative analysis - and yet still not require background in formal statistics.