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.