Tabla de Contenidos: “…Los modelos de comportamiento del consumidorLa identidad como demanda cultural; El mundo como demanda cultural; La permanencia de la demanda cultural; Demanda y nivel educativo; Los grupos de pertenencia cultural; La experiencia cultural; Segmentación por manifestaciones culturales; El nivel de aversión al riesgo; La demanda masiva tipo best seller; La demanda estable tipo long seller; La demanda efímera; Diferenciación de la demanda; Demanda e interacción social; La individualización en la demanda cultura; Demanda y consumo de bienes culturales…”

Texto completo en Odilo

Texto completo en Odilo

Tabla de Contenidos: “…-- How the Book Is Organized and What's New -- Part I The Art and Science of Buyer Personas -- Chapter 1 Understanding Buying Decisions and the People Who Make Them -- Where Buyer Profiles Fall Short -- What a Family Vacation Can Teach Us About the Buying Decision -- Some Background -- My Mindset -- The Initial Search -- Evaluating Options -- The Decision -- How Lagoon Oasis Earned My Business -- Focus Your Buyer Personas on the Buying Decision -- High-consideration Buying Decisions -- Multiple Stages in the Buying Journey -- Types of Buying Insights Needed -- Next Steps -- Chapter 2 Focus on Insights That Guide Marketing and Sales Enablement -- A Unique Opportunity -- Why Interested Buyers Don't Buy -- What the Best Sellers Do to Overcome Buyer Indecision -- The Marketer's Opportunity and a Dilemma -- Buying Situation 1: Choosing the Best Option (No Customer Inaction Present) -- Buying Situation 2: Inability to Make a Decision -- Buying Situation 3: Preference for the Status Quo -- 5 Rings of Buying Insight Define Your Buyer Persona -- Buying Insight 1: Priority Initiatives -- Buying Insight 2: Success Factors -- Buying Insight 3: Perceived Barriers -- Buying Insight 4: Decision Criteria -- Buying Insight 5: Buyer's Journey -- Chapter 3 Decide How You Will Discover Buyer Persona Insights -- A Straightforward Approach to a Complex Question -- One-on-One Interviews -- Recent Buyers -- Is This Another Kind of Qualitative Research? …”

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