Predicting Market Success: New Ways to Measure Customer Loyalty and Engage Consumers With Your Brand - Hardcover

Passikoff, Robert

Hardcover

ISBN 10: 047004022X ISBN 13: 9780470040225

Publisher: Wiley, 2006

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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 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

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From the Inside Flap:

These days it's tougher than ever for marketers to distinguish their brands from the competition and engage with consumers. Companies are struggling as they rely on outmoded research tools that measure customer attitudes but can't predict customer behavior. Because today's purchasing decisions are 70% emotional, there's a big difference between what consumers say they want and what they end up buying. Predicting Market Success explains how to use customer loyalty metrics to know what your customers are thinking, and what they will buy—so you can confidently predict that your next marketing program or product launch will be a huge success, not a million-dollar failure!

This leading-edge 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.

For decades, marketers have relied on the four Ps of marketing: product, price, place, and promotion. This loyalty-based model replaces the four Ps with three Cs: customer engagement, customer expectations, and customer loyalty. Loyalty-based metrics let you measure and predict the three Cs, and once you do that, the four Ps of traditional marketing will fall into place.

By adding customer-loyalty metrics to your market research toolbox, your marketing and long-term planning efforts will improve dramatically—as will customer engagement levels, your profits, and the value of your brand. You'll be able to avoid disastrous branding mistakes that cost you big and advertise and launch your products and services with confidence and certainty of success. Traditional marketing research methods no longer work. Predicting Market Success will bring your market research tactics up to date—and get your business up to speed.

About the Author:

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.

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