Book Description
Today's richest market is the
New Customer Majority: middle-aged and older adults who make up the biggest percentage of the buying public. Never before have adults 40 years and older been in the majority. Understanding this population and persuasively selling to it require a new kind of marketing research arsenal.
In Ageless Marketing, authors David Wolfe and Robert Snyder document the results of a groundbreaking research project on the aging boomer generation, detailing the core values, buying behaviors, and emotional factors that distinguish the New Customer Majority. As more companies seek sales from multiple age groups, ""ageless marketing"" becomes critical to financial performance. Companies that master its subtleties have realized amazing profits. New Balance, for example, saw an annual rate of 25 percent or more with its ageless marketing themes, even when the athletic shoe industry had shown no growth since 1997.
Ageless Marketing introduces a new research approach in profiling this lucrative market. Companies that want to tap into this important segment will get insights into the characteristic values and motivations that trigger the New Customer Majority's spending choices. Wolfe and Snyder describe the challenges in marketing to this group, the stages and differences in their life experiences, and the ways to make meaningful marketing overtures.
Above all, readers will see how ""empathetic connections"" drive many buying decisions for this market, why traditional ploys simply will not work, and how to create marketing campaigns that yield continuing customer satisfaction and brand loyalty.
Customer Reviews:
Best of the Lot.......2006-11-27
I have recently read quite a few books on marketing to the "new senior" market. This is the best. It is centered on good marketing and business principles and provides factual information and sound research to support the key ideas. I ordinarily don't write in books, but this one had so many good ideas that I wanted to easily find, that, after a chapter or two, I picked up a pencil turned this into an idea workbook.
A Real Gem.......2005-06-14
I've read more business and marketing books than I care to remember, but this frog kissing process is necessary to discover those few books that deserve to be studied. Ageless Marketing is one of them. For the price of this book, companies will learn more about their customers than they ever will from research reports or data mining analyses. David Wolfe has made a genuine effort to give his readers the full benefit of the insights he has gained after spending two decades striving to truly understand what makes customers tick. The result is a marketing framework that should endure for decades to come.
While Wolfe has clearly demonstrated he's a disciplined scholar with this book, his humility is what makes it so credible. He is quick to credit the brain researchers and developmental psychologists who provided grist for his intellectual mill and he readily admits that much of what he tells us has been known for quite some time. The marketing profession should be a little embarrassed by this book. CEOs in search of growth strategies should be seduced by it.
It's About Time!.......2004-10-03
Boy, does business ever need this book!
I've been in marketing and advertising for 20 years --- I've worked with some of the most sophisticated brands --- I know what makes a sound business proposition, and I've seen companies desperate to find a way to build their sales and profitability. And yet I've never heard a business exec say, "You know - we really should be taking a look at the mature market."
Instead, what I HAVE witnessed is an obstinate blindness about what is clearly THE market opportunity of the next two decades. With baffling consistency, the marketing press is full of companies trumpeting their initiatives to capture the youth market. Brands well-established in the high-quality, high-income, mature market segment fervently re-invent themselves to appeal to more youthful consumers.
Mercedes, for example - a brand which virtually owned the "I've been working for 20 years and I've earned it" upper end of the auto market - has been diluting their valuable brand equity by introducing little mini-Mercedes cheap enough for young people to afford. Toyota - with executives wringing their hands over the fact that the average age of their buyer base is 46 - gallops off to build the Scion, intended to be sort of a college dorm room on wheels. (Ironically, they've found the Scion average buyers are well into their mid-30s.)
Every single week Ad Age and Brandweek have some article bemoaning TV's declining ability to reach the "highly coveted demographic of men 18-34." Who covets this audience? Beer and pizza makers, perhaps - other than that, and maybe motorcycles - in what categories are they the primary buyers? And advertising agencies stubbornly continue to limit the upper end of their media segmentation to 54 years old ("Women, 25-54"). What are they thinking --- everyone suddenly drops dead at 55?
On the contrary, as demonstrated so clearly and convincingly by this book, Ageless Marketing. The numbers are unassailable - Over the next two decades, the ranks of 50+ consumers will swell like a tsunami while the number of under 50 consumers will dribble to a trickle and then actually decline.
Not only that, but it shouldn't be news to anyone that older people have more money than younger people - a lot more. And in case you're thinking they hoard it under a mattress, know that their per capita spending averages 2.5 times the levels of younger people. In the automotive business, an article published recently in the Wall Street Journal said: On average, over the "lifetime" of a household, the individuals in that household buy 13 cars; seven of them - the majority - are bought after the head of household reaches 50 years of age.
So let me get this straight, Mercedes: you're going to enrich your brand by leaving your traditional older, wealthy buyer base behind in order to chase after a market segment that is shrinking and has no money?! Toyota - you're actually concerned that your brand is strongest among consumers that buy more cars and have more money?
The Baby Boomers once didn't trust anyone over thirty. Now there isn't a one of them that isn't over forty. Times have changed! In a way, times have gone back to normal. During what other period in history have teens and 20-somethings been the driving forces in commerce or culture? Revolutions, sure; they're always the driving forces in revolutions. But in commerce, they're not. They're kids for crying out loud - they don't have any money!!
It's remarkably difficult to break our culture's absolute conviction that young consumers are every marketer's best prospect. They're not. And until we all get that through our heads, we're going to continue to miss some major market opportunities.
Ageless Marketing not only helps you get it through your head, but it helps you understand that when you do market to older consumers, you need to change your ways. Older consumers screen communications differently, process information differently, respond based on different life priorities and selection preferences.
David Wolfe and Robert Snyder understand those differences, and help readers get in touch with what they need to do to act on them. Their wealth of experience and insight are apparent, and there are tons of examples and ideas that make it easy to understand how to apply what they're saying.
Obviously this is a topic I think is important. Thank heavens there's finally a book that collects all the facts and crystallizes the thinking! I give copies to my clients, and recommend it to my co-workers all the time. My own copy is dog-eared and marked up and so full of notes it's almost hard to read any more. I guess I'll just have to buy another copy!
A New Consciousness.......2004-06-15
Here's a book that offers a profound new vision of persons in mid-life and the years beyond, one that explore the complexity of the population they've labeled, "second-half customers". AGELESS MARKETING is a book that should be a text in every college business course as well as on the bookshelf of every person working in marketing and advertising in this country. It could enrich the curriculum of sociology and gerontology courses as well, as these authors have unique insights into how people think, feel and act at various stages of their later lives. There's a new consciousness, a new vision of a maturing consumer offered in AGELESS MARKETING.
A Ground-breaking Work.......2004-06-05
As people age, their buying preferences, priorities and behaviors change dramtically. Ageless Marketing is the only book that addresses this phenomenon -- and brilliantly. It is a must-read for anyone intereted in builiding a relationship with this large and lucrative market. I predict it will become a marketing classic.
Book Description
How to unlock the hidden 95% of the customer’s mind that traditional marketing methods have never reached.
Selling Points Practical synthesis of the cognitive sciences: Drawing heavily on psychology, neuroscience, sociology, and linguistics, Zaltman combines academic rigor with real-world results to offer highly accessible insights, based on his years of research and consulting work with large clients like Coca-Cola and Procter & Gamble. An all-new tool kit: Zaltman provides research tools—metaphor elicitation, response latency, and implicit association techniques, to name a few—that will be all-new to marketers and demonstrates how innovators can use these tools to get clues from the subconscious when developing new products and finding new solutions, long before competitors do.
Customer Reviews:
Worst book Ever.......2007-08-10
I dont know if this is a marketing book!!
Too much text for less benefits
Ideas are not integrated with each other specially when connecting science with Marketing
Not too many marketing examples.
Even the examples did not show what where the exact results of the specified theories conducted
At the end of the book he fills it with text about creativity, oh please!!! this is supposed to be a book about marketing and how I am supposed understand customers not how to be creative
One more thing, he argues that products are how they are perceived in the mind of the customer and not what the products are in reality. Well, this is a very old idea, maybe the writer should read books for Al Ries and Jack Trout about Positioning.
Where was the editor?.......2007-07-13
The title holds much promise. The introduction intriguing. Yet as I trudged through this tomb, it finally dawned on me that there is much less here than the first glance promises. Two major problems: 1. The author puts forth a rather simple, yet vague theory of unconscious thinking, then discusses at length the utility of metaphors, but nowhere is the connection made between the two concepts. What is unconscious thinking that metaphors can magically make visible? What proof is there of any connection? This slight of hand left me shaking my head. Where is the model? Where is the empirical evidence? 2. The writing is at times entertaining, but beyond the introduction it is more and more rambling, redundant and scattered. It appears no technical editor was allowed anywhere near this manuscript. bottom line, I know no more about how customers think after reading this book, than I did before. However, I do now know how bad focus groups are (even though the empirical data appears absent.)
Great Insights into the Mind of the Consumer.......2007-05-20
This is perhaps the best text I've read on understanding the mind of the consumer. Zaltman takes potentially complex information and presents it in a form that is relatively easy to digest.
Zaltman explains how new brain science research indicates that the confidence marketers have placed in focus group methodology has been based on a number false assumptions including the following: 1. Consumers think in well-reason, linear ways to evaluate products and services. 2. Consumers can reasonably explain their emotions, feeling, preferences and behaviors - and translate them into words; and 3. Consumers' memories are accurate reflections of their experience.
According to Zaltman, the reality for consumers is really quite different. We live in a world where culture, emotions and desires play a larger role than logical decision-making. We receive and interpret information from the marketplace within a unique context. And, as consumers, much of our thinking takes place on a subconscious level, making it difficult for focus group participants to explain their behaviors. Our memories of what led us to make specific choices are far from perfect. On a conscious level we typically rationalize our decision-making without giving the underlying contextual complexities for our product and service choices.
In summary, Zaltman's text is a great place to learn more about current thinking on the mind of the consumer, the limits of traditional focus groups and some reliable methods for tapping into consumer insights.
Brand, Emotion , Listening , Usefulness.......2007-04-04
1. Rohit Deshpade noted that over 80 percent of all market research serves mainly to reinforce existing conclusions, not to test or develop new possibilities. Managers act as if endorsing current views merits 80 percent of their resources.
2. Recent studies of the effects of brain lesions demonstrate that when neurological structures responsible for either emotion or reasoning sustain damage, the affected individuals lose their ability to make the kinds of sound decisions permitting a normal life.
3. The operation of our memory and emotions occurs below our threshold of awareness. Why do people purchase expensive things? One answer reveals an important feeling relating to self-esteem. Once realized the company strengthens its relationships with the purchasing agents by acknowledging the feeling most closely related to self-esteem during sales calls.
4. The Western view of the mind states the mind does not exist absence the brain, body, and society.
5. Emotion allows the mind to reorganize, innovate, and produce something better and more useful. Memories are metaphors. People generally do not think in words, they think in metaphors. Metaphors help the individual to perceive the world, help to see new connections, and draw meaning from experiences. Without imagination nothing in the world would be meaningful. Without imagination we could not interpret our experiences. Without imagination we could not reason toward knowledge of reality.
6. When customers are exposed to product concepts, company stories, or brand information, they don't passively absorb those messages. Instead, they create their own meaning by mixing information from the company with their own memories, other stimuli present at the moment, and the metaphors that come to mind as they think about the firm's message.
7. Poor quality thinking cannibalizes high-quality thinking. Quality thinking takes time. True understanding takes time.
8. Many consumers view their clothing as a personal container or an extension of the self.
9. Largely ignored, are the Emotional benefits of the product or service. The goal is insightful consumer analysis feed by understanding how consumer mental activity occurs.
10. The more skilled marketers are in listening to customers, the more effective their marketing strategies will be establishing the value of the firm's offerings
11. The more clearly current and potential customers understand the value of the firm's offerings, the larger the top line will be.
12. Skillful listening tells the management team how large a challenge they face, especially in terms of meeting latent needs.
13. Michael Tomasello, states that cognitive skills have been learned fast because of social and cultural transmission.
14. When we encounter new ideas through verbal communication, they root themselves within a preexisting system that gives them relevance. Different cultures emphasize different thoughts.
15. 80 percent of communication occurs non-verbally.
16. Joseph Turner, reason and emotion are not opposites; they are partners who occasionally disagree but depend on one another for success
17. Logical thoughts are much easier to articulate than emotions.
18. Managers who deeply understand their consumers may accurately anticipate their responses to a new product before the firm presents it.
19. Unconsciously a buyer believes that the national brand works better and is therefore better for loved ones (severe sympthoms, self or spouse or child)
20. Fast stimulus to messages occurs when the message is flashed subliminally.
21. People perceive messages transmitted by a baby-faced person as more sincere because they see babies as innocent and honest.
22. The exact same dinner tastes different depending on whether one is dining with a close friend or an unpleasant stranger.
23. The correlation between stated intent and actual behavior is low. 12 percent of the time, customers actually purchases items that they verbal indicated that they would purchase.
24. Customer predispositions create feelings and thoughts toward the brand and unconsciously influence their reaction to the brand.
Does not deliver ..........2007-03-14
In one way I enjoyed reading the book as it pulled together various studies and experiments related to aspects of cognitive psychology and the use of some techniques (e.g. metaphors), but in the end the book simply does not deliver on the title.
For me, the failure of the book is that it does not propose any coherent, overall model of "How Customers Think" (or more importantly ... how purchase decisions are sub-consciously arrived at), just simply some interesting observations on different aspects of thought with little or not integration. I suspect that most people would read the book and think "interesting ... but what the heck do I do now?"
I'm waiting for a better book on the subject to come along ...
Book Description
The trainers of the world’s best sales forces unveil a new way of selling that redefines success.
The Mind of the Customer builds on the proven performance-improvement training techniques of The Real Learning Company to supply sales and marketing professionals with a dynamic, straightforward plan for improving profitability, productivity, and customer satisfaction. Rich graphics illustrate and clarify key concepts, while contributions from industry leaders provide eye-opening and invaluable perspectives on how sales is changing--and what you can do to create competitive advantage amid that change.
Customer Reviews:
The Mind of the Customer.......2007-09-30
I really enjoyed this book. It gives the reader some good areas to focus on, when it comes to moving your sales approach, from selling products and solutions, to consultive sales. I have given this book to several of my customers and prospects.
Covers critical concepts very well.......2007-08-27
Marketing, to be done right, is among the most challenging and difficult functions in any enterprise, and particularly in the highly fluid customer environments of today. When done right, it also yield enormous benefit (i.e., profits) to the enterprise.
This book covers very well the three fundamental concepts that lie at the heart of effective and successful marketing - identifying and packaging value, messaging and communication to the customer of that value, and value selling - the ability to follow through on that messaging and convering it into a profitable transaction for both. The book falls behind in not being able to get into the operational aspects of this pocess, but I still think it serves enormous value just to be able to articulate these core powerful concepts really well.
A Constant Reminder.......2006-10-24
My father's favorite quote was: "The only thing constant, is change." Nothing exemplifies this more than the minds of customers (pun, intended.)
Not only are they changing constantly, they are also demanding immediate results. One common problem for most sales counselors is finding out the needs of their clients. Most ask so-called qualifying questions, however, they are usually improperly phrased.
I especially liked chapter eight (asking high impact questions) as it is one of the most effective presentations I have read in dealing with this critical area. This book is an important training tool for any selling environment. If you are looking for something that works--this is it!
A great guide for success in sales.......2006-04-27
If only I had this book at the beginning of my selling career!! The Mind of the Customer is a concise guide to maximising success by working in collaboration with your customer. Business relationships have always been important but in today's market they're crucial. This book provides all the tools you need to understand your customer, their business drivers and what will ultimately make you both a success. For anyone looking to move forward in high level sales this is a great book.
The most valuable sales book you'll ever read.......2006-04-27
It's all about value, and that is exactly what I took away from this book, a genuine sense of value. The Mind of the Customer brings home the message that success is inevitably linked to your ability to "embrace the interests of your client and make them your own". This book is an indispensable tool providing Best Practices for vital sales skills such as asking high impact questions, presentation preparation, and cooperative negotiation. The focus always remains positive, supportive and straight forward. I would highly recommend this to anyone preparing to advance in a changing sales environment.
Book Description
"Effective branding depends on the ability to leave a lasting (and positive) impression in the mind of the target audience. Brain Tattoos offers a practical approach -- no complicated theories, marketing jargon, or unnecessary babble -- that lets any business take its brand to the next level. Packed with tools that help readers identify their brand's purpose, personality, promise, and point of difference, Brain Tattoos will help readers: * Develop the courage to break the mold and become truly distinct * Discover ways to enlist customers and others as ""brand ambassadors"" * Grasp their brand's essence * Master brand building on any scale in any industry * Learn how to identify and use the most effective methods of brand communication * Learn how to leverage limited resources creatively Filled with creative ways to maximize market impact, Brain Tattoos is a true ""how-to"" book written with in-the-trenches business and marketing people in mind."
Customer Reviews:
GREAT BOOK!!!.......2006-01-01
GREAT BOOK!!!!
LET ME JUST START BY SAYING YOU HAVE TO GET THIS BOOK!!!
THIS BOOK IS AMAZING IT GIVES YOU THE INFORMATION YOU NEEN TO START BRANDING YOUR COMPANYS NAME FROM A-Z.
THIS BOOK HELPED ME IN A BIG WAY ,IT GOT ME THINKING ABOUT MANY IDEAS FOR THE BRANDING OF MY COMPANY.
I'VE READ ALOT OF BOOKS ABOUT MARKETING AND BUSINESS AND BRAIN TATTOOS IS BY FAR THE BEST BOOK OUT THERE ,IT IS WELL WORTH YOUR MONEY .BEFORE YOU START YOU COMPANY I HIGHLY RECOMMEND YOU READ THIS BOOK. GOOD LUCK PAUL S.
Great Branding (Work)book.......2005-12-13
There are so many books on branding out there that try to explain the concept of branding. Most fail to do so, but instead, baffle the reader with jargon, theorems and charts. This book creates an easy to understand definition of branding. It also provides exercises to help build your brand and great real world examples to prime your branding ideas.
This book is very well written and very readable! Make sure you have a pen and paper to take notes and work on the exercises! This book will be a staple in your business book collection. I still refer to it months after reading it.
Impressive, yet simple.......2005-03-16
I wasn't sure what to expect when I read this book. The ideas and examples made complete sense. It seems like such a simple concept, but it's amazing how many large corporations miss the point. I plan on implementing many of these concepts into my own company. I have no doubt that the ideas will only benefit my company and myself personally. Thanks for sharing, you have great in-sight.
Awesome book, highly reccomended.......2005-02-02
This book really gave me the courage to think outside of the box from the start and really helped me understand how vital branding is to a marketing campaign. Being a fairly recent college grad with a degree in marketing, I discovered concepts and ideas that are definitely helpful in the world of advertising today and it also was a great addition to my college education.
It was fun to read, and it was interactive... allowing you to apply your own marketing and advertising scenarios to help you succeed.
An Outstanding Book!!!.......2005-01-15
I've been involved in sales and marketing for the last 15 years. In that time I have read countless books on the subject of branding - some good, most bad.
I recently took a job as the president of a creative agency that was in desperate need of a new brand identity. Karen Post's book, Brain Tattoo has made my job infinitely easier! I found Chapter 5 - How to Construct Your Tattoo Plan - especially helpful.
What I love most about the book is that it is based on real-world, hands-on experience and not classroom theory.
I would highly recommend this book if you are interested in creating a memorable brand that will forever be tattooed in the minds of your consumers.
Book Description
CUSTOMER INSIGHT will allow business professionals to develop effective marketing strategies and tactics, by gaining deeper insights into the perceptions, needs, motivations and preferences of their target customers. Companies that implement these strategies and tactics can expect to attract and retain more customers, grow their share of market, increase the productivity of their marketing efforts, and increase their profitability.
Customer Reviews:
Good review book on market research.......2007-03-20
I loved this book. My copy is completely marked up with notes on the sides. We used it as a text book for Market research course at the Kellogg School of Management. I found it to be a good review book not only on market research but also other marketing topics. The author takes a holistic approach and has distilled the key takeaways from important materials published in the different areas of marketing.
I especially loved Chapter-3 of the book where the author talks about how the subconscious drives our buying behavior and how to truely get to the bottom of the consumers intent to buy a product. Authors industry experience as the director of market research of Abbott Labs and Coors beer was helpful as he presents the issues with the practioner in mind.
This is an excellent book, I strongly recommend it. It was an eye opener to me that good market research is more than statistics and should include some pyschological insights too.
Great introduction to Marketing Research.......2006-06-06
I purchased this book while I was taking a Marketing Research class with Professor Schieffer. The book draws upon much of the experience gained while working in the beer industry for Coors and in the medical diagnostics business with Abbott. This book takes a more qualitative approach to marketing research that is more valuable to an product manager or MBA student. It draws upon numerous real world examples to highlight techniques such as conjoint analysis, ZMET testing and analysis, and conducting useful focus groups.
My biggest reservations with the book were that I received an advance copy and there were several typos and other format issues that still need to be cleaned up.
Book Description
Strategies for sales success--using the principles of behavioral psychology.
What's the most important factor in becoming a successful salesperson? Is it ambition and drive? Maybe it's enthusiasm. Or, maybe, success in sales just boils down to good old-fashioned hard work.
While all of these things no doubt contribute to sales success, the real key, according to David Snyder, is understanding and knowing how to read different personality types--including one's own. HOW TO MIND-READ YOUR CUSTOMERS, which is based on Snyder's popular seminar, shows readers how to use the principles of behavioral psychology (made easy and accessible) to master the art and science of salesmanship. Using the book's wealth of useful ideas and tools, readers will:
* Gain insight into their own personalities * Identify their strengths and weaknesses * Gain a better understanding of themselves * Understand and relate better to others * Size up people as early as the first phone conversation * Improve relationships with customers * Enhance teamwork * Eliminate mistakes in communication * Make a great first impression * Increase sales!
Innovative and empowering, yet down-to-earth and humorous, this book is an invaluable resource on how to take selling skills to the next level.
Customer Reviews:
sonia.......2006-06-11
Excellent! Focuses on ethics, good morals, manners and professionalism at first, which are the base for anything in life and than takes you step-by-step thru the technical part which is broken down in very easy explanation. I am a visual person that needs images to better grasp a concept; this book has no images, however the way he explains everything makes it as if it were visual. I strongly recommend this book.
Worth the Read.......2005-03-10
I run a small services business and thought this would be a good book to check out to make sure I was on the right track with my customers. I found the book worth while. I can't say that I am able to mind read anybodies mind any more than I was before I read the book, but I do feel that I learned from the book. I think I understand more about what a customer looks for in a business professional.
I would recommend this to anybody who is interested in enhancing their customer service skills.
DISC for sales.......2004-08-31
I have heard about DISC before but have not read through the concept, so this is actually my first DISC book. DISC is a behaviour profiling, based on an old concept of human behaviour. DISC devide people behaviour into 4 types: D (Driven), I (Influce/Sociable), S (Steadfast) and C (Concientious). D and I are extrovert, and S and C are introvert. This is a commercial type of behaviour analysis that is now widely used.
This book use the bahaviour reading of our customer and custom set our way of treating that customer. In short you should treat certain type of people with similar trait of type to influence them into buying your products.
This book is easy to read, and useful to implement, even if you are not a sales person.
If you like popular psychology applied into business life (books like INFLUNCE in your top liked book) than this one is for you. This is the way we use science of psychology into business life.
The best book ever.......2002-01-08
It's been very rewarding to read such a book. David must have read my mind as every need I have as a salesman is in this book. He is a great adviser and you can tell he knows how to understand the concept of long-lasting relationships. This is a must read book for anyone who wants to become a better person. To be able to understand people, you have to able to understand yourself.
I have discover myself while reading this book. I hope I get to read more from him!
WAY too much fun!.......2001-12-11
I felt like dancing a jig while I was reading this book. The author walks the tightrope of coming off as highly experienced, knowledgeable and enthusiastic without falling 100 feet head first onto the concrete of self promotion. I felt as though I was speaking with a very genuine person about a fascinating subject throughout. Read it!
Product Description
The Construction Business provides a broad, yet comprehensive overview of the current and future state of construction, including Sarbanes-Oxley compliance, the impact of residential construction, and how to handle rising fuel and energy costs. This book features presidents and CEOs from some of the top construction companies in the country, discussing such topics as key strategies in pricing and the bidding process, generating revenues and profits, deciding when to add or lose a product, and allocating resources in accordance with market fluctuation. These industry leaders raise critical points around the essentiality of positive, lasting relationships with employees and customers, including their strategies for employee engagement and building customer loyalty. The different niches represented and breadth of perspectives presented allow readers to get inside some of the great innovative minds of today, as leaders explore in detail what it takes to secure long! -term success in construction. For anyone seeking greater insight into this ever-evolving industry, The Construction Business is truly an indispensable resource. Chapters include: 1. William G. Currie, Vice Chairman of the Board and Chief Executive Officer, Universal Forest Products Inc., The Construction Industry: Essentials to Success; 2. Stephen J. Senkowski, Executive Vice President, Armstrong World Industries Inc., The Construction Industry Today: What Companies Need to Be Successful; 3. William G. Dorey, President, Chief Executive Officer and Director, Granite Construction Incorporated, Vision for the Construction Industry; 4. Stephen G. Hanks, President and Chief Executive Officer, Washington Group International, Achieving Success in the Construction Industry.
Book Description
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
Customer Reviews:
Not a quick fix book - but likely to be more effective........2004-02-10
The world is full of quick fix books, lose 10lbs in two weeks, double your sales or your money back. The problem with quick fixes is that they tend to work only in the short term.
What this book explores is the strategies that will help you win over the long and extremely long term. This is the kind of book that excites people in long term focused companies such as Coca Cola or Unilever. People who look at the lifetime value of a customer instead of next months sales target.
And because you are planning for long term, it is not a book that will "instantly change your life". Reading this book is only the beginning of a long hard road to affect change in the way your organisation treats people. Having read the book I am now embarking on implementing the concepts by reworking my segmentation plan. This may have paybacks down the line in terms of fewer defections from my company to competition.
But it is really hard to measure just how successful I will be over time. And it is only something that will become apparent over time.
That said, I believe that the fixes you learn in this book are the kind that will make a difference. They will improve you as a marketing manager, and will improve the service behaviour of your company.
It's not a book that is likely to set the world on fire, hardly the next Atkins diet! But I will place more faith in it.
Book Description
Inside the Minds: Profitable Customer Relationships is the most authoritative book ever written on the essentials behind successful Customer Relationship Management. This title features Chairmen, Presidents, and CEOs from some of the nation's top CRM companies, who have each contributed chapters akin to objective, experience-related white papers or essays on the unique challenges they face in their field. In an over-arching as well as in-depth presentation of the fundamentals, authors articulate the unspoken rules and the important issues facing the CRM business today, and what will hold true into the future. From examining the fundamental role of the switchboard operator and direct marketing specialist, to evaluating changes industry-wide and addressing the need for risk-taking, this book pulls readers through all facets of Customer Relationship Management, from top to bottom. The different niches presented and the various perspectives illustrated enable readers to get inside the industry's great minds and gain valuable insights into the business, as the experts go back to basics in a must-read for anyone interested in building successful relationships with customers.
Book Description
Blow the Whistle on Your Competition! Is a fresh look at the power of Brand Positioning. In this increasing era of commoditization in every popular product and service category, the distinction that separates one company from another in the consumer's mind will determine which company wins.
Creating and retaining that powerpoint of preference in the marketplace of the customer's mind is absolutely essential.
The "Coach" walks you through 21 "locker room" sessions that prepares you to focus your organization on your power point of distinction, and shows you how to insert this differentiation into a new play book for your company.
This book is the coaching manual that will prepare your team to blow the whistle on the competition, be ready to play offense and play to win!
Books:
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- Art of Seduction
- Asset Pricing: (Revised)
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- Cisco Field Manual: Catalyst Switch Configuration
- Contemporary Advertising (Mcgraw-Hill/Irwin Series in Marketing)
- Cost Accounting (12th Edition) (Charles T Horngren Series in Accounting)
Books Index
Books Home
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General
| Business & Investing
| Subjects
| Books
Marketing to Leading-Edge Baby Boomers: Perceptions, Principles, Practices & Predictions
Age Power: How the 21st Century Will Be Ruled by the New Old
Advertising to Baby Boomers Revised
Marketing to the Mindset of Boomers and Their Elders: Using Psychographics and More to Identify and Reach Your
Marketing to Seniors
