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Zusatztext "...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 Informationen zum Autor 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 '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. 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. 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. 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. Klappentext Wenn 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. Zusammenfassung 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. Inhaltsverzeichnis 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 don'ts The Road Ahead.....and what it holds for customers and marketers...
