Description
Book SynopsisIf marketers knew why customers behave the way they do, they would increase their power in gaining the best share of the marketplace. Jan Hofmeyr and John Rice have developed the conversion model, which is a technique that analyzes the degree of a persona s psychological commitment to anything and everything.
Trade Review"...many marketing professionals might find this an interesting read..." ----Sales Director, February 2001 "The book provides good case studies and useful chapter summaries. The content seems challenging...Issues raised are thoroughly researched, convincingly argued; taking the profession forward in its quest for more accurate and effective marketing." ----Marketing Business, March 2001 "The book provides a common--sense thinking approach to the management of the relationship between the brand and the customer. ..." ----Professional Manager, May 2001
Table of ContentsThe Key to Brand Profits -
What you can expect to find in this book
Getting Started -
A basic introduction to how commitment works
A General Theory of Commitment -
How to measure commitment with just a few questions
Answers to Some Old Questions -
Clearing up confusion about loyalty and brand equity
The Impact of Commitment on How People Behave in Markets -
Proven results from over 2800 studies worldwide
Fine-tuning your Customer Relationship Management -
Profiling your customers in terms of their commitment
Case Studies: Marketing Fast-moving Consumer Goods -
Beer, carbonated beverages, household cleaning products
Working with the African National Congress -
Applying a commitment-led approach to political marketing
Some Practical Tips -
Somes dos and don'ts
The Road Ahead.....and what it holds for customers and marketers
