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Commitment-led marketing : the key to brand profits is in the customer's mind / Jan Hofmeyr and Butch Rice

By: Hofmeyr, Jan H.
Contributor(s): Rice, Butch [(j.a)].
Publisher: Chichester, England : John Wiley, c2000Description: xiv, 306 p. ; 23 cm.ISBN: 0471495743.Subject(s): Brand choice | Brand loyalty | Consumer behavior | Customer loyalty | Marketing -- Psychological aspectsDDC classification: 658.8342
Contents:
Preface. - Acknowledgements. - 1: The key to brand profits - what you can expect to find in this book. - 2: Getting started - a basic introduction to how commitment works. - 3: A general theory of commitment - how to measure commitment with just a few questions. - 4: Answers to some old questions - clearing up confusion about loyalty and brand equity. - 5: The impact of commitment on how people behave in markets - proven results from over 2800 studies worldwide. - 6: Why advertisers cannot ignore commitment - what is already in the mind determines what gets seen. 7: Fine-tuning your customer relationship management - profiling your customers in terms of their commitment. - 8 : Case studies : marketing fast-moving consumer goods - beer, carbonated beverages, household cleaning products. - 9: Working with the African National Congress - applying a commitment-led approach to political marketing. - 10: Some practical tips - Some dos and don'ts. - 11: The road Ahead ... and what it holds for customers and marketers. - Index.
Summary: Keeping and gaining market share is what most businesses strive for in the race to make brands profitable. In a hugely competitive world, customer loyalty has become a key area for concern. What would happen if you could go one step further and identify not just those customers who are loyal to your brand, but those who are truly committed to your product or service? This book helps you to do just that. More than ten years ago, Jannie Hofmeyr and Butch Rice created something called The Conversion Model - a technique that analyses the degree of a person's psychological commitment to anything and everything. Marketers will be able to gain a strategic advantage within their market if they implement the thinking, tools and strategies outlined in the book. - Back cover.
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Preface. - Acknowledgements. - 1: The key to brand profits - what you can expect to find in this book. - 2: Getting started - a basic introduction to how commitment works. - 3: A general theory of commitment - how to measure commitment with just a few questions. - 4: Answers to some old questions - clearing up confusion about loyalty and brand equity. - 5: The impact of commitment on how people behave in markets - proven results from over 2800 studies worldwide. - 6: Why advertisers cannot ignore commitment - what is already in the mind determines what gets seen. 7: Fine-tuning your customer relationship management - profiling your customers in terms of their commitment. - 8 : Case studies : marketing fast-moving consumer goods - beer, carbonated beverages, household cleaning products. - 9: Working with the African National Congress - applying a commitment-led approach to political marketing. - 10: Some practical tips - Some dos and don'ts. - 11: The road Ahead ... and what it holds for customers and marketers. - Index.

Keeping and gaining market share is what most businesses strive for in the race to make brands profitable. In a hugely competitive world, customer loyalty has become a key area for concern. What would happen if you could go one step further and identify not just those customers who are loyal to your brand, but those who are truly committed to your product or service? This book helps you to do just that. More than ten years ago, Jannie Hofmeyr and Butch Rice created something called The Conversion Model - a technique that analyses the degree of a person's psychological commitment to anything and everything. Marketers will be able to gain a strategic advantage within their market if they implement the thinking, tools and strategies outlined in the book. - Back cover.