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Predicting market success : new ways to measure customer loyalty and engage consumers with your brand / Robert Passikoff.

By: Material type: TextTextPublisher: Hoboken, N.J. : John Wiley & Sons, [2006]Copyright date: ©2006Description: xiv, 242 pages : illustrations ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 047004022X
  • 9780470040225
Subject(s): DDC classification:
  • 658.8343 22
LOC classification:
  • HF5415.525 .P37 2006
Online resources:
Contents:
Introduction : why the four P's no longer work and the three words (including loyalty) that took their place -- Ch. 1. Why marketers can't predict customer behavior - whoops, now they can -- Ch. 2. From brand guessing to brand building : how to profitably engage your customer -- Ch. 3. How to measure customer values, expectations, and loyalty -- Ch. 4. Loyalty is 70 percent emotional : an emotional bond engages customers and makes money -- Ch. 5. Easy-to-implement customer loyalty metrics : how to supercharge traditional research and marketing -- Ch. 6. The four proven drivers of customer loyalty : a category-by-category expose -- Ch. 7. The power of human and celebrity-based brands : when it works, when it's wasted -- Ch. 8. The future of branding.
Review: "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.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 658.8343 PAS (Browse shelf(Opens below)) 1 Available A406526B

Includes index.

Introduction : why the four P's no longer work and the three words (including loyalty) that took their place -- Ch. 1. Why marketers can't predict customer behavior - whoops, now they can -- Ch. 2. From brand guessing to brand building : how to profitably engage your customer -- Ch. 3. How to measure customer values, expectations, and loyalty -- Ch. 4. Loyalty is 70 percent emotional : an emotional bond engages customers and makes money -- Ch. 5. Easy-to-implement customer loyalty metrics : how to supercharge traditional research and marketing -- Ch. 6. The four proven drivers of customer loyalty : a category-by-category expose -- Ch. 7. The power of human and celebrity-based brands : when it works, when it's wasted -- Ch. 8. The future of branding.

"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.

Machine converted from AACR2 source record.

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