{"product_id":"commitment-led-marketing-isbn-9780471495741","title":"Commitment-Led Marketing","description":"Keeping and gaining market share is what most business strive for in the race to make brands profitable. In a hugely competitive world, customer loyalty has become a key area for concern.\u003cbr\u003e What would happen if you could go one step further and identify not just those customers who are loyal to your brand, but those who are truly committed to your product or service? This book helps you to do just that.\u003cbr\u003e More that ten years ago, Jannie Hofmeyr and Butch Rice created something called The Conversion Model - a technique that analyses the degree of a person's psychological commitment to anything and everything.\u003cbr\u003e Marketers will be able to gain a strategic advantage within their market if they implement the thinking, tools and strategies outlines in this book.\u003cbr\u003e \"After years of using customer satisfaction measures I was extremely frustrated at the lack of correlation between satisfaction and subsequent customer defection rates. The measurement of commitment, via The Conversion Model provided the vital link I had been looking for.\" Alan Gilmour, Brand and Marketing Director, Lloyds TSB\u003cbr\u003e \"The Conversion Model enabled us to establish real insight into loyalty and we effectively fused it with a segmentation process. This has allowed us to really grapple with the core market dynamics and establish key marketing objectives in an increasingly competitive and diverse marketplace...\" Mark Horton, Group Head of Marketing, Northcliffe Newspaper Group\u003cbr\u003e \"Since I first came across the Conversion Model back in 1990, I have always found it was the perfect tool for measuring the health of brands I've worked on...\" David V. Spangler, Director, The Council for Marketing and opinion Research (MCMOR) and former Research Director of Levi Strauss Co\u003cbr\u003e \"The Conversion Model is a compelling strategic marketing tool that offers a true understanding of institutional investor behaviour. It is a predictive indicator of potential market share gains and losses with a phenomenal degree of precision.\" Patricia Toney, Manager, Marketing research, Chicago Board of Trade\u003cbr\u003e \"To grow a business, convert customers to your offering and then keep them committed....a very powerful answer is in this book.\" John Deighton, Professor of Business Admininstration, Harvard Business School\u003cbr\u003e \"Using the Conversion Model has given us significant insights into brand choice across a range of countries and cultures......The added dimension of commitment has allowed us to understand more comprehensively what is in the mind of our consumers - a real plus in terms of giving us the competitive edge.\" Janett Edelberg, Joseph E. Seagram \u0026amp; SonsWenn Marketer tatsächlich erkennen könnten, wie Kundentreue entsteht, dann könnten sie den Markt beherrschen. Und genau das können sie jetzt auch! Dieses Buch stellt das 'Conversion Model' vor, eine revolutionäre Technik, mit deren Hilfe man die psychologische Verpflichtung analysieren kann, die jemand einer Sache gegenüber empfindet. Dieses bahnbrechende Verfahren dient zunächst als Filter, um Kunden mit einer Neigung zur Produktbindung aus der allgemeinen Kundenmenge zu isolieren. Ist diese Phase abgeschlossen, wird es zum praktischen Werkzeug und gibt Marketing Managern alle notwendigen Techniken und Hilfsmittel an die Hand, um diese Zielgruppe für ihr Produkt gewinnen zu können. The Key to Brand Profits -\u003cbr\u003e What you can expect to find in this book\u003cbr\u003e Getting Started -\u003cbr\u003e A basic introduction to how commitment works\u003cbr\u003e A General Theory of Commitment -\u003cbr\u003e How to measure commitment with just a few questions\u003cbr\u003e Answers to Some Old Questions -\u003cbr\u003e Clearing up confusion about loyalty and brand equity\u003cbr\u003e The Impact of Commitment on How People Behave in Markets -\u003cbr\u003e Proven results from over 2800 studies worldwide\u003cbr\u003e Fine-tuning your Customer Relationship Management -\u003cbr\u003e Profiling your customers in terms of their commitment\u003cbr\u003e Case Studies: Marketing Fast-moving Consumer Goods -\u003cbr\u003e Beer, carbonated beverages, household cleaning products\u003cbr\u003e Working with the African National Congress -\u003cbr\u003e Applying a commitment-led approach to political marketing\u003cbr\u003e Some Practical Tips -\u003cbr\u003e Somes dos and don'ts\u003cbr\u003e The Road Ahead.....and what it holds for customers and marketers  \u003cp\u003e\"... many marketing professionals might find this an interesting read....\" (\u003cem\u003eSales Director,\u003c\/em\u003e February 2001) \u003c\/p\u003e\u003cp\u003e\"The book provides good case studies and useful chapter summaries. The content seems challenging.... Issues raised are thoroughly researched, convincingly argued; taking the profession forward in its quest for more accurate and effective marketing.\" (\u003cem\u003eMarketing Business,\u003c\/em\u003e March 2001) \u003c\/p\u003e\u003cp\u003e\"The book provides a common-sense thinking approach to the management of the relationship between the brand and the customer....\" (\u003cem\u003eProfessional Manager,\u003c\/em\u003e May 2001)  JAN HOFMEYR graduated from the University of Cape Town with a Doctorate in the Psychology of Religious Belief Formation in 1979. He taught in the Department of Religious Studies at the University of Cape Town from 1981-89.\u003cbr\u003e \u003cbr\u003e In 1986 Jan developed a theory of commitment and conversion which later evolved into a marketing research product called 'The Conversion Model'(TM). He is a frequent speaker at international conferences, seminars and workshops, and is regarded as one of the world's experts in the area of customer equity.\u003cbr\u003e \u003cbr\u003e BUTCH RICE obtained a Master's Degree in Operations Research in 1971, and lectured in the Department of Business Science at the University of Cape Town for ten years, before co-founding Research Surveys, a consumer research company which has grown to become the largest in South Africa.\u003cbr\u003e \u003cbr\u003e In 1989, Butch and Jan's paths crossed. Butch recognized the commercial potential of Jan's ideas, and was instrumental in launching The Conversion Model globally. He and Jan work closely as partners, consulting to global clients worldwide.\u003cbr\u003e \u003cbr\u003e The Conversion Model has been the most successful model of customer equity since its launch. It has been applied to nearly 200 product categories, in more than 290 projects in over 80 countries. Some customers appear to be loyal because they habitually buy a product, but this does not mean to say they are committed to a product or service. When a new player comes into the market offering a competitive product at a cheaper price, they could easily defect from your brand, with the result that you lose market share.\u003cbr\u003e As pioneers in the field of brand equity, Jannie Hofmeyr and Butch Rice have developed a tried-and-tested analytical tool - The Conversion Model - which enables you to segment users of a brand in a market by their commitment to staying with the brand, and non-users by their openness to adopting the brand. The in-depth diagnostic tools not only allow you to uncover drivers of customer commitment and openness to alternatives, they also point to actionable strategies aimed at growing your brand.\u003cbr\u003e If you are a small brand, wanting to know the vulnerabilities of a 'giant' in your market, an understanding of commitment will help find that achillles heel, and develop strategies to gain market share at the giant's expense.\u003cbr\u003e If you are a large strong brand, and you are wondering if a specific advertising theme is right for the future, an understanding of commitment will help you pinpoint what the focus of the advertising campaign should be, both in terms of tone, content and weight of the execution.\u003cbr\u003e However you use the model - either by capitalizing on opportunity from specific competitors, or forestalling potential loss - it will help grow your brand's profits. Keeping and gaining market share is what most business strive for in the race to make brands profitable. In a hugely competitive world, customer loyalty has become a key area for concern.\u003cbr\u003e What would happen if you could go one step further and identify not just those customers who are loyal to your brand, but those who are truly committed to your product or service? This book helps you to do just that.\u003cbr\u003e More that ten years ago, Jannie Hofmeyr and Butch Rice created something called The Conversion Model - a technique that analyses the degree of a person's psychological commitment to anything and everything.\u003cbr\u003e Marketers will be able to gain a strategic advantage within their market if they implement the thinking, tools and strategies outlines in this book.\u003cbr\u003e \"After years of using customer satisfaction measures I was extremely frustrated at the lack of correlation between satisfaction and subsequent customer defection rates. The measurement of commitment, via The Conversion Model provided the vital link I had been looking for.\" Alan Gilmour, Brand and Marketing Director, Lloyds TSB\u003cbr\u003e \"The Conversion Model enabled us to establish real insight into loyalty and we effectively fused it with a segmentation process. This has allowed us to really grapple with the core market dynamics and establish key marketing objectives in an increasingly competitive and diverse marketplace...\" Mark Horton, Group Head of Marketing, Northcliffe Newspaper Group\u003cbr\u003e \"Since I first came across the Conversion Model back in 1990, I have always found it was the perfect tool for measuring the health of brands I've worked on...\" David V. Spangler, Director, The Council for Marketing and opinion Research (MCMOR) and former Research Director of Levi Strauss Co\u003cbr\u003e \"The Conversion Model is a compelling strategic marketing tool that offers a true understanding of institutional investor behaviour. It is a predictive indicator of potential market share gains and losses with a phenomenal degree of precision.\" Patricia Toney, Manager, Marketing research, Chicago Board of Trade\u003cbr\u003e \"To grow a business, convert customers to your offering and then keep them committed....a very powerful answer is in this book.\" John Deighton, Professor of Business Admininstration, Harvard Business School\u003cbr\u003e \"Using the Conversion Model has given us significant insights into brand choice across a range of countries and cultures......The added dimension of commitment has allowed us to understand more comprehensively what is in the mind of our consumers - a real plus in terms of giving us the competitive edge.\" Janett Edelberg, Joseph E. Seagram \u0026amp; Sons\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988949713125,"sku":"NP9780471495741","price":80.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780471495741.jpg?v=1761782173","url":"https:\/\/k12savings.com\/es\/products\/commitment-led-marketing-isbn-9780471495741","provider":"K12savings","version":"1.0","type":"link"}