Predicting Market Success : New Ways to Measure Customer Loyalty and Engage Consumers With Your Brand
Robert. Passikoff
Bok Engelsk 2006 · Electronic books.
| Utgitt | Hoboken : : Wiley, , 2006.
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| Omfang | 1 online resource (258 p.)
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| Opplysninger | Description based upon print version of record.. - Predicting Market Success; Contents; Foreword; Acknowledgments; Introduction: Why the Four P's No Longer Work and the Three Words (Including Loyalty) That Took Their Place; The Four Big Realizations; Customer Loyalty Research and Traditional Marketing Research; Chapter 1: Why Marketers Can't Predict Customer Behavior-Whoops, Now They Can; True Tales; Problems with Most Loyalty Research; Be Informed Before You Go to Market (as Well as During and After); Chapter 2: From Brand Guessing to Brand Building: How to Profitably Engage Your Customer; Find the Fit Before You Launch the Brand. - A Typical Scenario (You Are Probably Here). - Consumer Insight-Driven Definition of Brand EquityProviding Consumer Insights; Valuable Value Conclusions; Emotional Measures: Implement through Research before Optimizing through Advertising; Trust Consumer Values-But Don't Linger; Growing Loyalty through Closing the Expectation Gap; Experiential Expectations; The Brand or the Logo: Which Came First and How Does It Affect the Customer Experience?; Barbie: Redux or Retirement?; Changing Expectations: Gen X versus Baby Boomers; Age Matters: In and across Cultures, Age-Based Expectations May Not Be What You Think, or Would Like Them to Be. - Loyalty Tales from the Real WorldChapter 3: How to Measure Customer Values, Expectations, and Loyalty; Good Research Means Asking the Right Questions; Good Research Means Asking the Right Question the Right Way; Listen or Be Left Behind; Knowing What to Measure: Communication, Campaign Testing, and Tracking; Understanding the Nontransaction; Brand Keys Approach to Loyalty; Brand Keys Methodological Framework: Steps You Can Take to Create Real Customer Loyalty Metrics; Loyalty Research and the Politics of Brand Expansion; Researching Your Way to a Reliable Brand Model. - Loyalty Tales from the Real WorldChapter 4: Loyalty Is 70 Percent Emotional: An Emotional Bond Engages Customers and Makes Money; A Brand's DNA Does Not Originate in the Brand; Emotional Branding; Predicting Loyalty, Behavior, and Profits; Branding for Life-A Strategy for Optimum Positioning and Differentiation; Track Values and Expectations, Not Fads; Convenience and Differentiation: The Road Most Taken Is Now Five Times as Important; Loyalty Tales from the Real World; Chapter 5: Easy-to-Implement Customer Loyalty Metrics: How to Supercharge Traditional Research and Marketing. - Overlay Loyalty Research on Other Measures to Tighten Up the Customer FocusThe Basics of Loyalty Measurement; Polling and Overall Questionnaire Design; Specific Questionnaire Design (Tracking or Otherwise); Order Matters; Satisfaction Surveys; Focus Groups; Research by the Virtual Pound; Customer Relationship Management; Kmart: Let That Be a Lesson to Us All; Tactical Maneuvers; A Review: Why Optimize with Customer Loyalty Metrics?; Brand-to-Media Engagement-How to Know if Your Marketing Is Actually Hurting Your Brand's Value; Brand-to-Media Engagement. - 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. Plummer, Chief Research OfficerThe Advertising Research Foundation ""In the competitive world of branding, understanding what drives consumer loyalty is the cornerstone of a brand's continued success. Passikoff's market-driven insights on how to obtain, analyze, and ut
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| ISBN | 047004022X. - 9780470040225
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