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

ISBN: 978-0-471-49574-1

Hardcover

320 pages

March 2001

List Price:	US $80.00
Government Price:	US $51.20
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Description
Table of Contents
Author Information

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