“…Since the publication of the first edition, there have been critical new developments in the field, such as integrating Data Stewardship into project management, handling Data Stewardship in large international companies, handling "big data" and Data Lakes, and a pivot in the overall thinking around the best way to align data stewardship to the data-moving from business/organizational function to data domain. …”

“…Building on the groundbreaking success of the first edition, this newly revised and updated version of Buyer Personas enables marketers to stop wasting time and resources on their best guesses and start drilling down to understand what buyers truly care about—then harness this newfound knowledge to create strategies and messages that break through the clutter and reach buyers on their level. …”