Recommended book: Commitment-Led Marketing: The Key to Brand Profits… by Hofmeyr, J. H. Hardback

Commitment-Led Marketing: The Key to Brand Profits... by Hofmeyr, J. H. Hardback

Commitment-Led Marketing: The Key to Brand Profits… by Hofmeyr, J. H. Hardback

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Item specifics

Condition:

Good: A book that has been read but is in good condition. Very minimal damage to the cover including scuff
Publication Year: 2001
Format: Hardcover Language: English
ISBN:

9780471495741

EAN:

9780471495741

Commitment-Led Marketing: The Key to Brand Profits… by Hofmeyr, J. H. Hardback

Product Details

Synopsis
If marketers could really grasp what drives customer loyalty they could dominate their marketplace. Now they can. Marketing consultants Jan Hofmeyr and John Rice introduce the conversion model, a technique which analyzes a person’s psychological commitment to any given thing. Their process acts first as a filter, separating customers who are most likely to be committed to a product from those who are poor prospects. It then becomes a practical toolkit, providing marketing managers with the techniques and thinking needed to capture target customers for their own brands.

Product Identifiers
ISBN-10 0471495743
ISBN-13 9780471495741
eBay Product ID (ePID) 1858973

Key Details
Author Butch Rice, Jan Hofmeyr, John Rice
Number Of Pages 320 pages
Format Hardcover
Publication Date 2001-03-05
Language English
Publisher Wiley & Sons, Incorporated, John
Publication Year 2001

Additional Details
Copyright Date 2001
Illustrated Yes

Dimensions
Weight 21 Oz
Height 0.9 In.
Width 6.4 In.
Length 9.4 In.

Target Audience
Group Scholarly & Professional

Classification Method
LCCN 2001-281572
LC Classification Number HF5415.32.H633 2000
Dewey Decimal 658.8/342
Dewey Edition 21

Table Of Content
The 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

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