Predicting Market Success: New Ways to Measure Customer Loyalty and Engage Consumers with Your Brand / Edition 1 available in Hardcover
Praise for Predicting Market Success
"Predicting Market Success has come at the right time formajor companies. The value of understanding the dimensions of yourbrand's unique appeal and strength of preference is indispensablefor brand strategy today. This book is well worth your time."—Joseph T. Plummer, Chief Research OfficerThe AdvertisingResearch Foundation
"In the competitive world of branding, understanding what drivesconsumer loyalty is the cornerstone of a brand's continued success.Passikoff's market-driven insights on how to obtain, analyze, andutilize loyalty metrics will help you make strategic,brand-enhancing decisions."—Seth M. Siegel, Cochairman, The Beanstalk Group
"Passikoff is the guy who can explain to me why people buycertain things from certain companies, even though other things byother companies seem just as good. With his great feel for popculture and almost philosophical outlook, he understands what makesconsumers tick-and stick."—Lenore Skenazy, syndicated columnist
"Loyalty is a key component of the strength of a brand and brandequity, and Passikoff understands loyalty like few others. In thisbook, he captures the essence of loyalty and branding in apractical way-showing how loyalty drives profitability."—Erich Joachimsthaler, Chairman, Vivaldi Partners"If you want a business book that will make you feel justified,complimented, and comfortable, don't read this. If you want a bookto challenge your beliefs about brand marketing right down to thecore, you can't afford not to."—John Gaffney, Executive Editor, Peppers & RogersGroup
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About the Author
Robert Passikoff, phD, is a world-renowned leader in thedevelopment of predictive marketing metrics, and the founder andPresident of Brand Keys, Inc., a brand marketing consultancy with atrack record of big brand success. He is an adjunct associateprofessor at New York University and a contributing editor forBrandweek and Chief Marketer.
Table of Contents
Foreword Jack Trout.Acknowledgments.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.Conclusion.Epilogue Don E. Schultz, PhD.Index.