Commitment-Led Marketing
This book offers an original framework to understand customer retention issues.
Author(s): Jan Hofmeyr, Butch Rice
Publisher: John Wiley & Sons
Manageris opinion
“Commitment-Led Marketing” shows that “brand commitment” is a much better indicator of future purchasing behavior than the more commonly tracked “customer satisfaction”. The authors encourage companies to use commitment to segment the market, and design marketing strategies accordingly, particularly with regard to communication.
