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" Predicting market success : "
Robert Passikoff.
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BL
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| Record Number
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989283
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| Doc. No
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b743653
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| Main Entry
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Passikoff, Robert,1948-
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| Title & Author
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Predicting market success : : new ways to measure customer loyalty and engage consumers with your brand /\ Robert Passikoff.
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| Publication Statement
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Hoboken, N.J. :: John Wiley & Sons,, ©2006.
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| Page. NO
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xiv, 242 pages :: illustrations ;; 24 cm
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| ISBN
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047004022X
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: 9780470040225
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| Notes
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Includes index.
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| Contents
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Cover -- 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 -- Consumer Insight-Driven Definition of Brand Equity -- Providing 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 World -- Chapter 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 World -- Chapter 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 Focus -- The 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 -- A Typical Scenario (You Are Probably Here) -- The Loyalty Framework for Brand-to-Media Engagement -- Brand-to-Media Engagement in Action for Your Brand: So Many Magazines, so Few Effects -- Diagnostics: Shining Light into.
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| Abstract
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"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."--Jacket.
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| Subject
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Customer loyalty.
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Customer loyalty.
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Customer loyalty.
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| Dewey Classification
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658.8/343
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| LC Classification
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HF5415.525.P37 2006
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