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Commitment-Led Marketing. The Key to Brand Profits is in the Customer's
Mind
Description:
Keeping and gaining market share is what most business strive for in the race to make brands profitable. In
a hugely competitive world, customer loyalty has become a key area for concern.
What would happen if you could go one step further and identify not just those customers who are loyal to
your brand, but those who are truly committed to your product or service? This book helps you to do just
that.
More that ten years ago, Jannie Hofmeyr and Butch Rice created something called The Conversion Model - a
technique that analyses the degree of a person's psychological commitment to anything and everything.
Marketers will be able to gain a strategic advantage within their market if they implement the thinking, tools
and strategies outlines in this book.
"After years of using customer satisfaction measures I was extremely frustrated at the lack of correlation
between satisfaction and subsequent customer defection rates. The measurement of commitment, via The
Conversion Model provided the vital link I had been looking for." Alan Gilmour, Brand and Marketing
Director, Lloyds TSB
"The Conversion Model enabled us to establish real insight into loyalty and we effectively fused it with a
segmentation process. This has allowed us to really grapple with the core market dynamics and establish
key marketing objectives in an increasingly competitive and diverse marketplace..." Mark Horton, Group
Head of Marketing, Northcliffe Newspaper Group
"Since I first came across the Conversion Model back in 1990, I have always found it was the perfect tool for
measuring the health of brands I've worked on..." David V. Spangler, Director, The Council for Marketing and
opinion Research (MCMOR) and former Research Director of Levi Strauss Co
"The Conversion Model is a compelling strategic marketing tool that offers a true understanding of
institutional investor behaviour. It is a predictive indicator of potential market share gains and losses with a
phenomenal degree of precision." Patricia Toney, Manager, Marketing research, Chicago Board of Trade
"To grow a business, convert customers to your offering and then keep them committed....a very powerful
answer is in this book." John Deighton, Professor of Business Admininstration, Harvard Business School
"Using the Conversion Model has given us significant insights into brand choice across a range of countries
and cultures......The added dimension of commitment has allowed us to understand more comprehensively
what is in the mind of our consumers - a real plus in terms of giving us the competitive edge." Janett
Edelberg, Joseph E. Seagram & Sons
Contents:
The Key to Brand Profits What you can expect to find in this book
Getting Started A basic introduction to how commitment works
A General Theory of Commitment How to measure commitment with just a few questions
Answers to Some Old Questions Clearing up confusion about loyalty and brand equity
The Impact of Commitment on How People Behave in Markets Proven results from over 2800 studies worldwide
Fine-tuning your Customer Relationship Management Profiling your customers in terms of their commitment
Case Studies: Marketing Fast-moving Consumer Goods Beer, carbonated beverages, household cleaning products
Working with the African National Congress Applying a commitment-led approach to political marketing
Some Practical Tips Somes dos and don'ts
The Road Ahead.....and what it holds for customers and marketers
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