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

If marketers could really grasp what drives customer loyalty they could dominate their marketplace. Now they can. Marketing consultants Jan Hofmeyr and John Rice introduce the conversion model, a technique which analyzes a person's psychological commitment to any given thing. Their process acts first as a filter, separating customers who are most likely to be committed to a product from those who are poor prospects. It then becomes a practical toolkit, providing marketing managers with the techniques and thinking needed to capture target customers for their own brands.