July 2024
Beginner
240 pages
5h 3m
English
Content preview from Buyer Personas, Revised and Expanded, 2nd Edition
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About the Authors
Jim Kraus is the President of Buyer Persona Institute (BPI), and a principal of Knowledge Systems & Research, Inc. (KS&R), a leading global market research and consulting firm. Jim has decades of experience leading research teams and developing growth strategies through informed decisions, including executive roles at both IBM and Prudential. A passionate advocate for the customer and accomplished speaker, Jim is known as a leading expert on buying decisions and the people who make them.
Adele Revella is the CEO emeritus and Founder of Buyer Persona Institute (BPI). Adele is recognized for defining the Buyer Persona methodology that has become the gold standard for thousands of marketers in hundreds of global companies. She is widely recognized as a marketing and business leadership speaker, consultant, and author. In her distinguished career, Adele has seen the discipline from all sides: executive, consultant, trainer, and entrepreneur.
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