Book tip: Buyer Personas

The classic target group seems to be at an end. Not only is the amount of available data constantly increasing, but target group descriptions are often written in marketing jargon. However, it is important that everyone in the company has a concrete, not just an abstract idea of the customer. This is where the buyer persona model comes into play, describing the prototypical customer in all its facets. As a fictitious human figure, it not only embodies the target group knowledge, but also creates an emotional approach. A buyer persona shifts the target group focus from the head to the feet. An essential component of the model presented here is the limbic approach developed by Hans-Georg Häusel, which is now widely used. A series of case studies impressively demonstrates its suitability for practical use, and the possibility of constantly refining a persona with online marketing tools underlines the future viability of the method. In the opinion of getAbstract, the method presented in the book is suitable for getting a grip on the flood of information and aligning the entire company emotionally with the customer.Publisher: Haufe VerlagPublication year: 2018Pages: 204ISBN: 9783648103920getAbstract rating: 8Feasibility: 8Innovation level: 8Style: 8In cooperation with getAbstract