Predicting Market Success If you're looking to be dazzled by insightful thinking and useful information, don't waste your time with this book. Only the first 25 pages have something interesting to say. The remaining 200+ pages are full of self-promoting studies with one basic chart being used over and over again.
The book assumes that you believe the writer's claims and takes no time to gain your trust (aka. suspension of disbelief). The writer goes into a lot of detail to debunk&discredit current research methods yet his own book offers no metrics or statistical back-up to how he combines attributes to come up with a forward looking customer loyalty measurement.
Getting through the 230 pages was almost as painful as watching a Steven Segal movie.
Marketing beyond the "$ P's" This is an interesting read that takes brand marketing beyone the famous "4 P's" we all learned in Marketing 101. Dr. Passikoff offers a challenging new approach of intensely customer-directed activity that focuses on the real reasons why people select one brand over another and why people stay with certain brands. I deal with branding every day and constantly want to know why users go to one search site over another. This book helped me grasp the drivers behind their decisions.Marketing for the new century Measuring consumer interaction with brand used to be relatively simple -- and enforcing it through a finite universe of media choices was also much less complex.
Robert Passikoff's "Predicting Market Success: New Ways to Measure Customer Loyalty and Engage Consumers With Your Brand" offers a roadmap to 21st Century marketing, characterized as it is by shifting consumer demographics, infinitely fragmented and specialized media choices, and the impact of the cross-cultural globalization of product marketing.
I recommend this book to every marketer who is determined to master this new environment.
