Intro -- Title Page -- Copyright Page -- Preface -- Acknowledgments -- The Authors -- Table of Contents -- Dedication -- Part 1. Customer Value Concepts -- Chapter 1. Customers Want Top Value -- The Importance of Customer Value -- What Does Value Really Mean? -- The Heart of Value: Product Quality, Service, and Price -- How Service Firms Create Value -- The Significance of the Service Sector -- What Is a Service? -- Customer Value: Marketing Management Implications -- The Value-Creating Organization -- Summary -- Customer Value Action Items -- References -- Chapter 2. Being Customer Oriented -- Customer Commitment: How Market Leaders Do It -- The Marketing Concept Revisited -- Sales vs. Marketing Oriented -- Market Orientation: Findings and Managerial Implications -- Developing a Customer-Oriented Organization -- Creating a Bias for Action -- Customer Focus -- Summary -- Customer Value Action Items -- References -- Chapter 3. Process and Customer Value -- Introduction -- Key Organizational Processes -- Assessing Process Effectiveness -- Plan -- Do -- Check -- Act -- Customer Value Action Items -- References -- Chapter 4. Defining and Refining the Value Proposition -- The Value Statement as the Basis for Competitive Strategy -- Building Your Value Proposition: QSP + 3I's -- The Value Proposition: Some Applications -- Developing Unique Value Propositions -- The Value Proposition: Strategic Implications -- Summary -- Customer Value Action Items -- References -- Chapter 5. Defining and Managing Service Quality -- What Is Quality? -- Service Quality Guidelines -- Why Quality Matters -- How To Improve Quality -- Summary -- Customer Value Action Items -- References -- Chapter 6. Communicating Value Through Price -- Introduction -- Relating Price to Value -- How Buyers Evaluate Price -- Strategic Pricing -- Pricing Methods.

How To Make Good Pricing Decisions -- Future Pricing Issues -- Summary -- Customer Value Action Items -- References -- Chapter 7. Strategies for Adding and Promoting Value -- The Unique Selling Proposition and Differentiation -- Three Levels of Positioning -- How To Add Value to Products -- Other Value-Added Approaches -- Implementing a Value-Added Services Program -- Communicating Value Through an Integrated Marketing Communications Program -- Creating an Integrated Marketing Communications Program -- Summary -- Customer Value Action Items -- References -- Chapter 8. Maximizing Value Through Retention Marketing -- Why Focus on Customer Retention? -- A Customer Value/Retention Model -- Usage Analysis and Customer Retention -- Designing a Customer Retention Program -- Customer Retention Approaches -- Summary -- Customer Value Action Items -- References -- Chapter 9. Creating Value Through Customer and Supplier Relationships -- What Is Relationship Marketing? -- Traditional vs. Relationship Marketing -- Building Lasting Customer Relationships -- Improving Supply Chain Relationships -- Keys to Practicing Relationship Marketing -- Summary -- Customer Value Action Items -- References -- Part 2. Customer Value Cases -- Analyzing Business Cases: The Customer Value Funnel Approach -- Case 1. AAA Motor Club - Responding to Change -- Case 2. Ethyl Corporation - Becoming Customer-Oriented -- Case 3. Glaxo Wellcome, Inc. - Internal Marketing Leads to Customer Responsiveness -- Case 4. The Grateful Dead - Customer Loyalty and Service Quality -- Case 5. Harrah's Entertainment - Brand Building -- Case 6. International Food Ingredients Supplier - Customer Value Analysis -- Case 7. Larry Bird's Home Court - Brand Repositioning -- Case 8. Motorola - Supply Chain Management -- Case 9. Nantucket Nectars - Perceived Quality.

Case 10. National Association of Small Business Owners - Customer Retention -- Case 11. Par Value - Enhancing Customer Value -- Case 12. Pizza Hut® - A Customer Loyalty Program -- Case 13. Publix Super Markets - Customer Intimacy -- Case 14. Rubbermaid - Market Orientation -- Case 15. The U.S. Newspaper Industry - Changing Markets -- Case 16. StatePride Industrial Laundry - Value Chain Analysis -- Case 17. Southwest Airlines - Value-Added Services -- Case 18. Teleplaza - Competitive Orientation -- Case 19. Time Insurance - A Study of Process Quality Improvement -- Part 3. Customer Value Applications -- Part 4. Customer Value Abstracts -- Part 5. Customer Value Assessment Tool (CVAT™) -- Index.