Commitment-Led Marketing: The Key to Brand Profits Is in the Customer's Mind

By Jan Hofmeyr and Butch Rice

Book Overview

Wenn Marketer tats?chlich erkennen k?nnten, wie Kundentreue entsteht, dann k?nnten sie den Markt beherrschen. Und genau das k?nnen sie jetzt auch! Dieses Buch stellt das 'Conversion Model' vor, eine revolution?re Technik, mit deren Hilfe man die psychologische Verpflichtung analysieren kann, die jemand einer Sache gegen?ber empfindet. Dieses bahnbrechende Verfahren dient zun?chst als Filter, um Kunden mit einer Neigung zur Produktbindung aus der allgemeinen Kundenmenge zu isolieren. Ist diese Phase abgeschlossen, wird es zum praktischen Werkzeug und gibt Marketing Managern alle notwendigen Techniken und Hilfsmittel an die Hand, um diese Zielgruppe f?r ihr Produkt gewinnen zu k?nnen.

• Format: Hardcover
• Language: English
• ISBN: 0471495743
• ISBN13: 9780471495741
• Release Date: March 2001
• Publisher: Wiley
• Length: 320 Pages
• Weight: 0.55 lbs.
• Dimensions: 0.8" x 6.0" x 9.0"

Customer Reviews

Not a quick fix book - but likely to be more effective.

The world is full of quick fix books, lose 10lbs in two weeks, double your sales or your money back. The problem with quick fixes is that they tend to work only in the short term.What this book explores is the strategies that will help you win over the long and extremely long term. This is the kind of book that excites people in long term focused companies such as Coca Cola or Unilever. People who look at the lifetime value of a customer instead of next months sales target.And because you are planning for long term, it is not a book that will "instantly change your life". Reading this book is only the beginning of a long hard road to affect change in the way your organisation treats people. Having read the book I am now embarking on implementing the concepts by reworking my segmentation plan. This may have paybacks down the line in terms of fewer defections from my company to competition.But it is really hard to measure just how successful I will be over time. And it is only something that will become apparent over time.That said, I believe that the fixes you learn in this book are the kind that will make a difference. They will improve you as a marketing manager, and will improve the service behaviour of your company.It's not a book that is likely to set the world on fire, hardly the next Atkins diet! But I will place more faith in it.