Chapter 2: Start With Understanding The Buyer.

Chapter 2 of the book "Marketing For High Growth Ventures: Forget the Spin, Apply Proven Strategies," by Tom McKaskill is presented. It analyzes the buyers behavior on how they spend their money, time and effort, as well as how they purchase, use, and dispose products and services to satisfy need and desires. It suggests ensuring that all stages of the purchase experience result in positive satisfaction, indicating that satisfied customers lead to long term business viability.