Predicting market success : new ways to measure customer loyalty and engage consumers with your brand /
Passikoff, Robert, 1948-
Predicting market success : new ways to measure customer loyalty and engage consumers with your brand / Robert Passikoff. - xiv, 242 pages : illustrations ; 24 cm
Includes index.
Introduction : why the four P's no longer work and the three words (including loyalty) that took their place -- Why marketers can't predict customer behavior - whoops, now they can -- From brand guessing to brand building : how to profitably engage your customer -- How to measure customer values, expectations, and loyalty -- Loyalty is 70 percent emotional : an emotional bond engages customers and makes money -- Easy-to-implement customer loyalty metrics : how to supercharge traditional research and marketing -- The four proven drivers of customer loyalty : a category-by-category expose -- The power of human and celebrity-based brands : when it works, when it's wasted -- The future of branding. Ch. 1. Ch. 2. Ch. 3. Ch. 4. Ch. 5. Ch. 6. Ch. 7. Ch. 8.
"This book introduces a new loyalty-based, customer-listening system that outperforms traditional research methods. Based on years of experience as a brand consultant, Robert Passikoff shows you how to integrate loyalty and engagement metrics into existing marketing strategies - letting you accurately predict market behavior, customer loyalty, sales, and profitability."--BOOK JACKET.
047004022X 9780470040225
2006014656
Customer loyalty
HF5415.525 / .P37 2006
658.8343
Predicting market success : new ways to measure customer loyalty and engage consumers with your brand / Robert Passikoff. - xiv, 242 pages : illustrations ; 24 cm
Includes index.
Introduction : why the four P's no longer work and the three words (including loyalty) that took their place -- Why marketers can't predict customer behavior - whoops, now they can -- From brand guessing to brand building : how to profitably engage your customer -- How to measure customer values, expectations, and loyalty -- Loyalty is 70 percent emotional : an emotional bond engages customers and makes money -- Easy-to-implement customer loyalty metrics : how to supercharge traditional research and marketing -- The four proven drivers of customer loyalty : a category-by-category expose -- The power of human and celebrity-based brands : when it works, when it's wasted -- The future of branding. Ch. 1. Ch. 2. Ch. 3. Ch. 4. Ch. 5. Ch. 6. Ch. 7. Ch. 8.
"This book introduces a new loyalty-based, customer-listening system that outperforms traditional research methods. Based on years of experience as a brand consultant, Robert Passikoff shows you how to integrate loyalty and engagement metrics into existing marketing strategies - letting you accurately predict market behavior, customer loyalty, sales, and profitability."--BOOK JACKET.
047004022X 9780470040225
2006014656
Customer loyalty
HF5415.525 / .P37 2006
658.8343