Commitment-Led Marketing: The Key to Brand Profits is in the Customer's Mind / Edition 1

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Some customers appear to be loyal because they habitually buy aproduct, but this does not mean to say they are committed to aproduct or service. When a new player comes into the marketoffering a competitive product at a cheaper price, they couldeasily defect from your brand, with the result that you lose marketshare.
As pioneers in the field of brand equity, Jannie Hofmeyr and ButchRice have developed a tried-and-tested analytical tool - TheConversion Model - which enables you to segment users of a brand ina market by their commitment to staying with the brand, andnon-users by their openness to adopting the brand. The in-depthdiagnostic tools not only allow you to uncover drivers of customercommitment and openness to alternatives, they also point toactionable strategies aimed at growing your brand.
If you are a small brand, wanting to know the vulnerabilities of a'giant' in your market, an understanding of commitment will helpfind that achillles heel, and develop strategies to gain marketshare at the giant's expense.
If you are a large strong brand, and you are wondering if aspecific advertising theme is right for the future, anunderstanding of commitment will help you pinpoint what the focusof the advertising campaign should be, both in terms of tone,content and weight of the execution.
However you use the model - either by capitalizing on opportunityfrom specific competitors, or forestalling potential loss - it willhelp grow your brand's profits.

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Product Details

  • ISBN-13: 9780471495741
  • Publisher: Wiley
  • Publication date: 3/13/2001
  • Edition number: 1
  • Pages: 320
  • Product dimensions: 0.75 (w) x 6.14 (h) x 9.21 (d)

Meet the Author

JAN HOFMEYR graduated from the University of Cape Town with aDoctorate in the Psychology of Religious Belief Formation in 1979.He taught in the Department of Religious Studies at the Universityof Cape Town from 1981-89.

In 1986 Jan developed a theory of commitment and conversion whichlater evolved into a marketing research product called 'TheConversion Model'(TM). He is a frequent speaker at internationalconferences, seminars and workshops, and is regarded as one of theworld's experts in the area of customer equity.

BUTCH RICE obtained a Master's Degree in Operations Research in1971, and lectured in the Department of Business Science at theUniversity of Cape Town for ten years, before co-founding ResearchSurveys, a consumer research company which has grown to become thelargest in South Africa.

In 1989, Butch and Jan's paths crossed. Butch recognized thecommercial potential of Jan's ideas, and was instrumental inlaunching The Conversion Model globally. He and Jan work closely aspartners, consulting to global clients worldwide.

The Conversion Model has been the most successful model of customerequity since its launch. It has been applied to nearly 200 productcategories, in more than 290 projects in over 80 countries.

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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 don'ts
The Road Ahead.....and what it holds for customers and marketers

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