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About this product
- DescriptionIf marketers knew why customers behave the way they do, they would increase their power in gaining the best share of the marketplace. Jan Hofmeyr and John Rice have developed the conversion model, which is a technique that analyzes the degree of a persona s psychological commitment to anything and everything.
- Author BiographyJAN 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 a The Conversion Modela (TM). He is a frequent speaker at international conferences, seminars and workshops, and is regarded as one of the worlda s experts in the area of customer equity. BUTCH RICE obtained a Mastera 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 Jana s paths crossed. Butch recognized the commercial potential of Jana 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.
- Author(s)Butch Rice,Jan Hofmeyr
- PublisherJohn Wiley and Sons Ltd
- Date of Publication29/11/2000
- GenreSales & Marketing
- Place of PublicationChichester
- Country of PublicationUnited Kingdom
- ImprintJohn Wiley & Sons Ltd
- Content NoteIllustrations, maps
- Weight594 g
- Width162 mm
- Height239 mm
- Spine22 mm
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