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| Material Type: | Internet resource |
|---|---|
| Document Type: | Book, Internet Resource |
| All Authors / Contributors: |
Robert Passikoff |
| ISBN: | 9780470040225 047004022X |
| OCLC Number: | 70401765 |
| Notes: | Includes index. |
| Description: | xiv, 242 p. : ill. ; 24 cm. |
| Contents: | Introduction : why the four P's no longer work and the three words (including loyalty) that took their place -- Ch. 1. Why marketers can't predict customer behavior - whoops, now they can -- Ch. 2. From brand guessing to brand building : how to profitably engage your customer -- Ch. 3. How to measure customer values, expectations, and loyalty -- Ch. 4. Loyalty is 70 percent emotional : an emotional bond engages customers and makes money -- Ch. 5. Easy-to-implement customer loyalty metrics : how to supercharge traditional research and marketing -- Ch. 6. The four proven drivers of customer loyalty : a category-by-category expose -- Ch. 7. The power of human and celebrity-based brands : when it works, when it's wasted -- Ch. 8. The future of branding. |
| Responsibility: | Robert Passikoff. |
| More information: |
Abstract:
Praise for Predicting Market Success "Predicting Market Success has come at the right time for major companies. The value of understanding the dimensions of your brand's unique appeal and strength of preference is indispensable for brand strategy today. This book is well worth your time. " -Joseph T.
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"...exceeds expectations...pithy and witty..." ( CPO Agenda, December 2006)
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