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Predicting market success : new ways to measure customer loyalty and engage customers with your brand
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Predicting market success : new ways to measure customer loyalty and engage customers with your brand

Author: Robert Passikoff
Publisher: Hoboken, N.J. : John Wiley & Sons, 2006.
Edition/Format:   Book : EnglishView all editions and formats
Summary:
"This 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 strategies - letting you accurately predict market behavior, customer loyalty, sales, and profitability."--BOOK JACKET.
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Details

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.
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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  Read more...

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"...exceeds expectations...pithy and witty..." ( CPO Agenda, December 2006)

 
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