Год выпуска: 2000 Автор: Jan Hofmeyr Издательство: Страниц: 320 ISBN: 9780471495741
Описание
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...
