{"product_id":"commitmentled-marketing-9780471495741","title":"CommitmentLed Marketing","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eIf 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\"...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\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eThe Key to Brand Profits -\u003cbr\u003e What you can expect to find in this book\u003cbr\u003e Getting Started -\u003cbr\u003e A basic introduction to how commitment works\u003cbr\u003e A General Theory of Commitment -\u003cbr\u003e How to measure commitment with just a few questions\u003cbr\u003e Answers to Some Old Questions -\u003cbr\u003e Clearing up confusion about loyalty and brand equity\u003cbr\u003e The Impact of Commitment on How People Behave in Markets -\u003cbr\u003e Proven results from over 2800 studies worldwide\u003cbr\u003e Fine-tuning your Customer Relationship Management -\u003cbr\u003e Profiling your customers in terms of their commitment\u003cbr\u003e Case Studies: Marketing Fast-moving Consumer Goods -\u003cbr\u003e Beer, carbonated beverages, household cleaning products\u003cbr\u003e Working with the African National Congress -\u003cbr\u003e Applying a commitment-led approach to political marketing\u003cbr\u003e Some Practical Tips -\u003cbr\u003e Somes dos and don'ts\u003cbr\u003e The Road Ahead.....and what it holds for customers and marketers","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402615660887,"sku":"9780471495741","price":40.84,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780471495741.jpg?v=1730480975","url":"https:\/\/bookcurl.com\/products\/commitmentled-marketing-9780471495741","provider":"Book Curl","version":"1.0","type":"link"}