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 Exposé.

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.