| foreword jack trout. acknowledgments. introduction: why the four p's no longer work and the three words (including loyalty) that took their place. chapter 1 why marketers can't predict customer behavior--whoops, now they can. chapter 2 from brand guessing to brand building: how to profitably engage your customer. chapter 3 how to measure customer values, expectations, and loyalty. chapter 4 loyalty is 70 percent emotional: an emotional bond engages customers and makes money. chapter 5 easy-to-implement customer loyalty metrics: how to supercharge traditional research and marketing. chapter 6 the four proven drivers of customer loyalty: a category-by-category expose. chapter 7 the power of human and celebrity-based brands: when it works, when it's wasted. .chapter 8 the future of branding. conclusion. epilogue don e. schultz, phd. index. |
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