Commitment-Led Marketing
The story of the conversion model
250 pages, parution le 15/11/2000
Résumé
If marketers knew why customers behave the way they do,
they would increase their power in gaining the best share
of the marketplace. Jan Hofmeyr and John Rice have
developed the conversion model, which is a technique that
analyzes the degree of a person's psychological commitment
to anything and everything. This book deals with the
concept of commitment-led marketing as a leading-edge
approach around the world and demonstrates how it can be
implemented.
Contents
- 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 resulmts from over 2800 studies
worldwide
- Why advertisers cannot ignore commitment - What is
already in the mind determines what gets seen
- Fine-tunning your customer relationship management -
Profiling your customer 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 pratical tips - Some dos and don'ts
- The road ahead... and what it holds for customers and
marketers
- Index
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Wiley |
| Auteur(s) | Jan Hofmeyr, Butch Rice |
| Parution | 15/11/2000 |
| Nb. de pages | 250 |
| Format | 15,5 x 23,5 |
| Couverture | Relié |
| Poids | 592g |
| Intérieur | Noir et Blanc |
| EAN13 | 9780471495741 |
Avantages Eyrolles.com
Livraison à partir de 0,01 € en France métropolitaine
Paiement en ligne SÉCURISÉ
Livraison dans le monde
Retour sous 15 jours
+ d'un million et demi de livres disponibles
Consultez aussi
- Les meilleures ventes en Graphisme & Photo
- Les meilleures ventes en Informatique
- Les meilleures ventes en Construction
- Les meilleures ventes en Entreprise & Droit
- Les meilleures ventes en Sciences
- Les meilleures ventes en Littérature
- Les meilleures ventes en Arts & Loisirs
- Les meilleures ventes en Vie pratique
- Les meilleures ventes en Voyage et Tourisme
- Les meilleures ventes en BD et Jeunesse
