June 2021
Intermediate to advanced
608 pages
35h 33m
English
Content preview from Marketing Management, 16th Edition
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Bringing Target Segments to Life with Personas
To bring all their acquired information and insights to life, some researchers develop personas. Personas are detailed profiles of one, or perhaps a few, hypothetical target consumers, imagined in terms of demographic, psychographic, geographic, or other descriptive attitudinal or behavioral information. Photos, images, names, or short bios help convey how the target customer looks, acts, and feels so that marketers can incorporate a well-defined target-customer point of view in all their marketing decision making. Many software companies have used “personas” to help improve user interfaces and experiences, and marketers have broadened the application. For example:
Unilever’s biggest and most ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.