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Commitment-Led Marketing By Jan Hofmeyr

Commitment-Led Marketing
by Jan Hofmeyr

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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 persona s psychological commitment to anything and everything.
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Commitment-Led Marketing Summary


Commitment-Led Marketing: The Key to Brand Profits is in the Customer's Mind by Jan Hofmeyr

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. 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. More that ten years ago, Jannie Hofmeyr and Butch Rice created something called The Conversion Model -- a technique that analyses the degree of a persona s psychological commitment to anything and everything. Marketers will be able to gain a strategic advantage within their market if they implement the thinking, tools and strategies outlines in this book. "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 "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 "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 Ia ve worked on..." David V. Spangler, Director, The Council for Marketing and opinion Research (MCMOR) and former Research Director of Levi Strauss Co "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 "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 "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 & Sons

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Commitment-Led Marketing Reviews


"...many marketing professionals might find this an interesting read..." ----Sales Director, February 2001 "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." ----Marketing Business, March 2001 "The book provides a common--sense thinking approach to the management of the relationship between the brand and the customer. ..." ----Professional Manager, May 2001

About Jan Hofmeyr


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. In 1986 Jan developed a theory of commitment and conversion which later evolved into a marketing research product called a The Conversion Modela (TM). He is a frequent speaker at international conferences, seminars and workshops, and is regarded as one of the worlda s experts in the area of customer equity. BUTCH RICE obtained a Mastera 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. In 1989, Butch and Jana s paths crossed. Butch recognized the commercial potential of Jana s ideas, and was instrumental in launching The Conversion Model globally. He and Jan work closely as partners, consulting to global clients worldwide. 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.

Table of 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 results from over 2800 studies worldwide Fine--tuning your Customer Relationship Management -- Profiling your customers 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 Practical Tips -- Somes dos and dona ts The Road Ahead...and what it holds for customers and marketers

Additional information

GOR002685108
Commitment-Led Marketing: The Key to Brand Profits is in the Customer's Mind by Jan Hofmeyr
Jan Hofmeyr
Used - Very Good
Hardback
John Wiley and Sons Ltd
2000-11-29
320
0471495743
9780471495741
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.