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How Customers Buy…& Why They Don't: Mapping and Managing the Buying Journey DNA

How Customers Buy…& Why They Don't: Mapping and Managing the Buying Journey DNA

          
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About the Book

In business, nothing happens until somebody buys something. And most businesses have a very good idea of why a prospective customer should buy their offering but lack critical knowledge about how their customers actually buy and are often blind to why they may not. As a result of extensive research, How Customers Buy…And Why They Don’t offers a formula for understanding any Customer Buying Journey. The book provides the approach to developing a strategy and a sales and marketing approach to successfully navigate and positively impact that buying journey. Whether you are an executive, in management, an entrepreneur, an investor, a marketer, or a sales person, reading what Martyn has to say will radically change what you do and how successful you will be as a result.

Table of Contents:
How Customers Buy…and Why They Don’t Mapping and Managing the Buying Journey Martyn R. Lewis RADIUS BOOK GROUP NEW YORK Contents Prologue: A Revelation Chapter 1 From the Outside-In Chapter 2 Three Generations of Customer Creation Part 1 Mapping the Customer Buying Journey Chapter 3 The DNA of the Customer Buying Journey Chapter 4 DNA.1 Triggers Chapter 5 DNA.2 Steps Chapter 6 DNA.3 Key Players Chapter 7 DNA.4 Buying Style Chapter 8 DNA.5 Value Drivers Chapter 9 DNA.6 Buying Concerns Chapter 10 Case Study 1: DiaNascent: A Buyer’s Tale Chapter 11 DiaNascent Case Study Analysis Chapter 12 Case Study 2: CCHN: Does the Glove Fit? Chapter 13 CCHN Case Study Analysis Part 2 Developing the Market Engagement Strategy Chapter 14 What to Do about It Chapter 15 Crafting the Market Engagement Strategy (MES) Chapter 16 #1. Harmonizing to the Buying Style Chapter 17 #2. Into the Customer Buying Journey: Trigger or Engage? Chapter 18 #3. Ensuring Adequate Motivation Chapter 19 #4. Staying Engaged and Ensuring Positive Progress Chapter 20 #5. Overcoming Friction in the Customer Buying Journey Chapter 21 Engaging the Market with Orion Technologies Part 3 Managing the Customer Buying Journey Chapter 22 Translating Strategy into Application Chapter 23 Outside-In Marketing Chapter 24 Outside-In Selling Chapter 25 The Outside-In Revenue Generation System Epilogue How Customers Buy…and Why They Don’t Notes


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Product Details
  • ISBN-13: 9781635765144
  • Publisher: Diversion Books
  • Publisher Imprint: Radius Book Group
  • Height: 229 mm
  • No of Pages: 352
  • Spine Width: 27 mm
  • Weight: 550 gr
  • ISBN-10: 1635765145
  • Publisher Date: 15 Aug 2018
  • Binding: Hardback
  • Language: English
  • Returnable: Y
  • Sub Title: Mapping and Managing the Buying Journey DNA
  • Width: 152 mm


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