市场成功预测方法PREDICTING MARKET SUCCESS
点此进入淘宝搜索页搜索分类: 图书,进口原版书,经管与理财 Business & Investing ,
作者： Robert Passikoff著
出 版 社： Oversea Publishing House
出版时间： 2006-12-1字数：版次： 1页数： 242印刷时间： 2006/12/01开本：印次：纸张： 胶版纸I S B N ： 9780470040225包装： 精装编辑推荐
作者简介：
Robert Passikoff, phD, is a world-renowned leader in the development of predictive marketing metrics, and the founder and President of Brand Keys, Inc., a brand marketing consultancy with a track record of big brand success. He is an adjunct associate professor at New York University and a contributing editor for Brandweek and Chief Marketer.
内容简介
"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 utilize loyalty metrics will help you make strategic, brand-enhancing decisions."
—Seth M. Siegel, Cochairman, The Beanstalk Group
"Passikoff is the guy who can explain to me why people buy certain things from certain companies, even though other things by other companies seem just as good. With his great feel for pop culture and almost philosophical outlook, he understands what makes consumers tick-and stick."
—Lenore Skenazy, syndicated columnist
"Loyalty is a key component of the strength of a brand and brand equity, and Passikoff understands loyalty like few others. In this book, he captures the essence of loyalty and branding in a practical way-showing how loyalty drives profitability."
—Erich Joachimsthaler, Chairman, Vivaldi Partners
"If you want a business book that will make you feel justified, complimented, and comfortable, don't read this. If you want a book to challenge your beliefs about brand marketing right down to the core, you can't afford not to."
—John Gaffney, Executive Editor, Peppers & Rogers Group
目录
Foreword Jack Trout
Acknowledgments
Introduction: Why the Four P's No Longer Work and the Three Words (Including Loyalty) That Took Their Place
Chapter 1 Why Marketers Can't Predict Customer Behavior--Whoops, Now They Can
Chapter 2 From Brand Guessing to Brand Building: How to Profitably Engage Your Customer
Chapter 3 How to Measure Customer Values, Expectations, and Loyalty
Chapter 4 Loyalty Is 70 Percent Emotional: An Emotional Bond Engages Customers and Makes Money
Chapter 5 Easy-to-Implement Customer Loyalty Metrics: How to Supercharge Traditional Research and Marketing
Chapter 6 The Four Proven Drivers of Customer Loyalty: A Category-by-Category Exposé
Chapter 7 The Power of Human and Celebrity-Based Brands: When It Works, When It's Wasted
Chapter 8 The Future of Branding
Conclusion
Epilogue Don E Schultz, PhD
Index
