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| Preface | |
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| Acknowledgments | |
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| About the Author | |
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| Customer Value-The Building Blocks | |
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| Customers Want Exceptional Value! | |
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| Importance of Customer Value | |
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| So, What Does Value Really Mean? | |
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| Service, Quality, Image, and Price: The Essence of Customer Value | |
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| Business Climate for Value Creation | |
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| Rise and Fall of the New Economy | |
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| Newer Economy | |
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| Overcoming the Great Recession | |
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| Value-Creating Organization | |
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| Customer Value-Marketing Management Implications | |
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| Summary | |
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| Be Customer Driven and Market Driving | |
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| Customer Commitment: Follow the Market Leaders | |
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| Revisiting and Extending the Marketing Concept | |
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| Building a Market Orientation | |
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| Business Orientations | |
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| Becoming Customer Oriented | |
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| Market Orientation and Business Performance: Research Findings | |
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| Market-Driving Practices | |
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| Creating a Bias for Action | |
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| Corporate Entrepreneurship | |
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| Cocreation of Value: An Overview | |
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| Summary | |
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| Process Management-Best Practices | |
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| Deming's (PDCA) Cycle | |
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| Plan | |
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| Do | |
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| Check | |
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| Act | |
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| Creating Value-Process Innovation | |
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| Connecting Value-Customer Experience Management | |
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| CEM-Research Findings | |
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| Checking Value-Benchmarking and Related Process Tools | |
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| Other Process-Checking Tools | |
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| Summary | |
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| Designing a Successful Customer Strategy | |
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| Building a Winning Business Model and Value Proposition | |
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| Business Models | |
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| Value Proposition | |
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| Service, Quality, Image, and Price-The Crux of Customer Value | |
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| Differentiation-Adding Value | |
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| Strategic Implications of Differentiation | |
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| Summary | |
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| Appendix: Customer Value Assessment Tool (CVAT™) | |
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| Guidelines for Using the Customer Value Assessment Tool | |
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| Perceived Service Quality | |
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| Perceived Product Quality | |
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| Perceived Image | |
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| Perceived Value-Based Price | |
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| Service and Quality-The Core Offering | |
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| Services Create Value | |
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| What Is a Service? | |
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| Cocreation of Services | |
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| Customer Service-Research Findings and Managerial Implications | |
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| Quality Matters | |
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| What Is Quality? | |
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| Managing Service Quality | |
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| Service Delivery Stages-From Pre- to Postsale | |
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| SERVQUAL and Gap Analysis | |
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| Explicating Service Quality | |
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| Improving Service Quality | |
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| Summary | |
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| Price and Image-The Communicators | |
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| How Price Relates to Value | |
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| About Reference Prices | |
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| Strategic Pricing | |
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| Pricing Methods | |
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| Making Good Pricing Decisions | |
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| Why Price Cuts Are Seldom the Answer | |
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| Future Pricing Issues | |
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| Image-The Other Communicator | |
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| Image-Based Differentiation and Positioning | |
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| "Cool" Companies | |
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| Summary | |
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| Excelling in the Marketspace | |
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| E-Commerce-Opportunities in Marketspace | |
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| E-Commerce and Customer Satisfaction | |
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| Going Mobile and New Technologies | |
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| Defining E-Service Quality | |
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| E-SQ and Customer Loyalty | |
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| Improving E-Service Quality | |
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| Summary | |
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| Integrated Marketing Communications and Social Media | |
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| Communicating Value through an IMC Program | |
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| Creating an IMC Program | |
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| Social Media | |
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| Online Consumer Typologies | |
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| Viral Marketing | |
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| Measuring the Impact of Social Networks and New Media | |
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| Summary | |
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| Retaining Customers-Analysis and Strategy | |
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| Creating Value through Relationship Marketing | |
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| What Is Relationship Marketing? | |
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| Relationship Marketing Success | |
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| Building Strong Customer Relationships | |
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| Analyzing Buyer Relationships | |
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| Improving Supply Chain Relationships | |
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| Customer Relationship Management | |
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| Social Customer Relationship Management | |
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| Marketing Automation | |
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| Relationship Marketing-Keys to Success | |
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| Summary | |
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| Customer Loyalty and Retention | |
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| Why Focus on Customer Retention? | |
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| Customer Loyalty-Issues, Strategies, and Analysis | |
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| Measuring Customer Loyalty | |
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| NPS | |
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| RFM | |
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| Usage Analysis and Customer Retention | |
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| Customer Value/Retention Model | |
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| Designing a Customer Retention Program | |
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| Customer Retention Approaches | |
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| Summary | |
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| Customer Value Metrics | |
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| Accountability in Marketing | |
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| Creating a New Mindset about Measuring Marketing Performance | |
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| The 5C Approach to Customer Value Metrics | |
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| Collect VOC Data | |
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| Customer Lifetime Value (CLV) | |
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| Customer Retention | |
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| Customer Revenue | |
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| Communications | |
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| Marketing Dashboards | |
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| Summary | |
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| Notes | |
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| Customer Value Case Studies | |
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| Appendix: Analyzing Business Situations-The Customer-Value Funnel Approach | |
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| Case 1: Enterprise Rent-A-Car-A Market-Driven Company | |
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| Customers and Environmental Factors | |
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| Customer Expectations | |
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| Competitive Practices | |
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| Economic Influences | |
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| Global Opportunities | |
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| Value Creation Approach | |
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| Case 2: FedEx Corporation-A Customer Value Funnel Assessment | |
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| Global Business Community (Macroenvironment) | |
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| Market (Microenvironment) | |
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| Organization | |
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| Branding | |
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| Customer Value and Business Performance | |
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| Stumbling Blocks | |
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| Strategic Changes | |
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| Case 3: The Grateful Dead-Creating Deadheads by Providing Drop-Dead Customer Service | |
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| Reliability | |
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| Availability | |
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| Tangibles | |
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| Empathy | |
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| Responsiveness | |
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| Recent Developments | |
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| Summary | |
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| Case 4: Harrah's Entertainment-Loyalty Management | |
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| Harrah�s Strategy | |
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| Creating Loyal Patronage | |
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| Migration to the Web | |
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| Online Gaming | |
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| Case 5: Publix Super Markets-Achieving Customer Intimacy | |
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| Background and Company Philosophy | |
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| Key Success Factors | |
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| Industry Trends and Rankings | |
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| Industry Trends | |
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| Industry Rankings | |
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| Company Earnings | |
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| Service with a Smile: The Publix Style | |
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| Publix Goes Online (and Off) | |
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| Current Trends | |
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| Concluding Remark | |
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| Case 6: StatePride Industrial Laundry-Value Chain Analysis | |
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| What Is Value? | |
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| Creating Value: The Value Chain Analysis | |
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| Applying Value Chain Analysis | |
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| Index | |