TY  - BOOK
AU  - Passikoff,Robert
TI  - Predicting market success: new ways to measure customer loyalty and engage consumers with your brand 
SN  - 047004022X
AV  - HF5415.525 .P37 2006
U1  - 658.8343 22
PY  - 2006///]
CY  - Hoboken, N.J.
PB  - John Wiley & Sons
KW  - Customer loyalty
N1  - 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
N2  - "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
UR  - http://catdir.loc.gov/catdir/enhancements/fy0741/2006014656-b.html
ER  -