Predicting Market Success: New Ways to Measure Customer Loyalty and Engage Consumers with Your Brand / Edition 1by Robert Passikoff
These days it's tougher than ever for marketers to distinguish their brands from the competition and engage with consumers. Companies are struggling as they rely on outmoded research tools that measure customer attitudes but can't predict customer behavior. Because today's purchasing decisions are 70% emotional, there's a big difference between what consumers… See more details below
These days it's tougher than ever for marketers to distinguish their brands from the competition and engage with consumers. Companies are struggling as they rely on outmoded research tools that measure customer attitudes but can't predict customer behavior. Because today's purchasing decisions are 70% emotional, there's a big difference between what consumers say they want and what they end up buying. Predicting Market Success explains how to use customer loyalty metrics to know what your customers are thinking, and what they will buyso you can confidently predict that your next marketing program or product launch will be a huge success, not a million-dollar failure!
This leading-edge book introduces a new loyalty-based, customer-listening system that outperforms traditional research methods. Based on years of experience as a brand consultant, Robert Passikoff shows you how to integrate loyalty and engagement metrics into existing marketing strategiesletting you accurately predict market behavior, customer loyalty, sales, and profitability.
For decades, marketers have relied on the four Ps of marketing: product, price, place, and promotion. This loyalty-based model replaces the four Ps with three Cs: customer engagement, customer expectations, and customer loyalty. Loyalty-based metrics let you measure and predict the three Cs, and once you do that, the four Ps of traditional marketing will fall into place.
By adding customer-loyalty metrics to your market research toolbox, your marketing and long-term planning efforts will improve dramaticallyas will customer engagement levels, your profits, and the value of your brand. You'll be able to avoid disastrous branding mistakes that cost you big and advertise and launch your products and services with confidence and certainty of success. Traditional marketing research methods no longer work. Predicting Market Success will bring your market research tactics up to dateand get your business up to speed.
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Table of Contents
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 BehaviorWhoops,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.
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