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These days it's tougher than ever for marketers to distinguishtheir brands from the competition and engage with consumers.Companies are struggling as they rely on outmoded research toolsthat measure customer attitudes but can't predict customerbehavior. Because today's purchasing decisions are 70% emotional,there's a big difference between what consumers say they want andwhat they end up buying. Predicting Market Success explains how touse customer loyalty metrics to know what your customers arethinking, and what they will buy—so you can confidentlypredict that your next marketing program or product launch will bea huge success, not a million-dollar failure!
This leading-edge book introduces a new loyalty-based,customer-listening system that outperforms traditional researchmethods. Based on years of experience as a brand consultant, RobertPassikoff shows you how to integrate loyalty and engagement metricsinto existing marketing strategies—letting you accuratelypredict market behavior, customer loyalty, sales, andprofitability.
For decades, marketers have relied on the four Ps of marketing:product, price, place, and promotion. This loyalty-based modelreplaces the four Ps with three Cs: customer engagement, customerexpectations, and customer loyalty. Loyalty-based metrics let youmeasure and predict the three Cs, and once you do that, the four Psof traditional marketing will fall into place.
By adding customer-loyalty metrics to your market researchtoolbox, your marketing and long-term planning efforts will improvedramatically—as will customer engagement levels, your profits,and the value of your brand. You'll be able to avoid disastrousbranding mistakes that cost you big and advertise and launch yourproducts and services with confidence and certainty of success.Traditional marketing research methods no longer work. PredictingMarket Success will bring your market research tactics up todate—and get your business up to speed.
Foreword Jack Trout.
Introduction: Why the Four P's No Longer Work and the Three Words(Including Loyalty) That Took Their Place.
Chapter 1 Why Marketers Can't Predict Customer Behavior—Whoops,Now They Can.
Chapter 2 From Brand Guessing to Brand Building: How to ProfitablyEngage Your Customer.
Chapter 3 How to Measure Customer Values, Expectations, andLoyalty.
Chapter 4 Loyalty Is 70 Percent Emotional: An Emotional BondEngages Customers and Makes Money.
Chapter 5 Easy-to-Implement Customer Loyalty Metrics: How toSupercharge Traditional Research and Marketing.
Chapter 6 The Four Proven Drivers of Customer Loyalty: ACategory-by-Category Exposé.
Chapter 7 The Power of Human and Celebrity-Based Brands: When ItWorks, When It's Wasted.
Chapter 8 The Future of Branding.
Epilogue Don E. Schultz, PhD.