Shows how to identify aspects of your business where agility is most crucial—where the business environment is changing fast—and which elements have the greatest impact on the customer’s decision to buy.
Named one of Fortune Magazine's "5 Best Business Books" in 2015, 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.
From market research to positioning and brand management to customer relations, marketing is the engine that drives innovation and growth in the modern business organization. This latest addition features a unique blend of core concepts and brief, international case studies.
Brings together key thought-leaders and seasoned consumer researchers from corporate R&D, academia and marketing research companies to share their experiences, cutting edge consumer research tools and practical tips for successful and sustainable product innovation.