Foreword Jack Trout.
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 BehaviorWhoops, 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 Exposé.
Chapter 7 The Power of Human and Celebrity-Based Brands: When It Works, When It's Wasted.
Chapter 8 The Future of Branding.
Epilogue Don E. Schultz, PhD.