Table of Contents

Introduction
Chapter 1. Strategy from the Outside In
Chapter 2. Profiting from Customer Value
Chapter 3. Imperative One: Be a Customer Value Leader
Chapter 4. Becoming a Customer Value Leader
Chapter 5. Imperative Two: Innovate New Value for Customers
Chapter 6. Innovating New Value for Customers
Chapter 7. Imperative Three: Capitalize on the Customer as an Asset
Chapter 8. How to Capitalize on the Customer as an Asset
Chapter 9. Imperative Four: Capitalize on the Brand as an Asset
Chapter 10. How to Capitalize on the Brand as an Asset
Chapter 11. Market Insights and the Customer Value Imperatives
Chapter 12. Organizing to Compete on the Customer Value Imperatives
Chapter 13. Leading for Customer Value

About the Author

George S. Day is the Geoffrey T. Boisi Professor and codirector of the Mack Center for Technological Innovation at The Wharton School, University of Pennsylvania. Chairman of the board for the American Marketing Association, he is a former executive director of the Marketing Science Institute and has served as a consultant to GE, IBM, Metropolitan Life, Marriott, and other corporations. His books include Peripheral Vision, Wharton on Managing Emerging Technologies, and The Market Driven Organization. Day lives in Bryn Mawr, PA.

Christine Moorman is the T. Austin Finch, Sr. Professor and founder and director of The CMO Survey (www.cmosurvey.org) at The Fuqua School of Business, Duke University. Former member of the board of directors of the American Marketing Association and trustee for the Marketing Science Institute, she coedited the book Assessing Marketing Strategy Performance, authored more than 60 journal articles, reports, and conference proceedings, and speaks at universities and companies around the world. Moorman lives in Chapel Hill, NC.