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Commitment-Led Marketing: The Key to Brand Profits is in the Customer's Mind

ISBN: 978-0-471-49574-1
320 pages
March 2001
Commitment-Led Marketing: The Key to Brand Profits is in the Customer


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
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Table of 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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Author Information

JAN HOFMEYR graduated from the University of Cape Town with a Doctorate in the Psychology of Religious Belief Formation in 1979. He taught in the Department of Religious Studies at the University of Cape Town from 1981-89.

In 1986 Jan developed a theory of commitment and conversion which later evolved into a marketing research product called 'The Conversion Model'(TM). He is a frequent speaker at international conferences, seminars and workshops, and is regarded as one of the world's experts in the area of customer equity.

BUTCH RICE obtained a Master's Degree in Operations Research in 1971, and lectured in the Department of Business Science at the University of Cape Town for ten years, before co-founding Research Surveys, a consumer research company which has grown to become the largest in South Africa.

In 1989, Butch and Jan's paths crossed. Butch recognized the commercial potential of Jan's ideas, and was instrumental in launching The Conversion Model globally. He and Jan work closely as partners, consulting to global clients worldwide.

The Conversion Model has been the most successful model of customer equity since its launch. It has been applied to nearly 200 product categories, in more than 290 projects in over 80 countries.
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