PrefaceThe Authors
Part One: Introduction and Principles
1. Using the Market Value Process
2. Learning the Principles
Part Two: The Diagnosis
3. Winning Customers with Creative Market Definition
4. Using Scenarios to Envision Market Evolution
5. Will the Market Reward Your Investment?
6. Delivering Quality Through Product and Non-product Benefits
7. Pricing to Please Customers and Shareholders
8. Managing Internal Costs
Part Three: The Bridge
9. Building Profitable Precision Strategies
Part Four: The Payoff
10. Mapping Poststrategy Customer Value
11. Envisioning Revenue Growth
12. Mapping Shareholder Value
13. Selecting Strategies, Setting Objectives, and Allocating Resources
14. Implementing Presicion Strategies
AppAndix: An Overview of a Precision Strategy
GlossaryNotesIndex