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

By:

Passikoff, Robert, 1948- [author.]

Material type: Text

text

Media type:

unmediated

Carrier type:

volume

ISBN:

047004022X
9780470040225

Subject(s):

Customer loyalty

DDC classification:

658.8343 22

LOC classification:

HF5415.525 .P37 2006

Online resources:

Contributor biographical information

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

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Previous								Next
Previous	658.8343 KAP The new strategic brand management : creating and sustaining brand equity long term /	658.8343 LOY Loyalty myths : hyped strategies that will put you out of business-- and proven tactics that really work /	658.8343 MCE Married to the brand : why consumers bond with some brands for life : lessons from 60 years of research into the psychology of consumer relationships /	658.8343 PAS Predicting market success : new ways to measure customer loyalty and engage consumers with your brand /	658.8343 PRO Product experience /	658.8343 SZW Researching customer satisfaction & loyalty : how to find out what people really think /	658.8343 UPS Building brand identity : a strategy for success in a hostile marketplace /	Next

Includes index.

"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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