Introduction : why the four P's no longer work and the three words (including loyalty) that took their place -- Ch. 1. Why marketers can't predict customer behavior - whoops, now they can -- Ch. 2. From brand guessing to brand building : how to profitably engage your customer -- Ch. 3. How to measure customer values, expectations, and loyalty -- Ch. 4. Loyalty is 70 percent emotional : an emotional bond engages customers and makes money -- Ch. 5. Easy-to-implement customer loyalty metrics : how to supercharge traditional research and marketing -- Ch. 6. The four proven drivers of customer loyalty : a category-by-category expose -- Ch. 7. The power of human and celebrity-based brands : when it works, when it's wasted -- Ch. 8. The future of branding.