Preface xi
 Acknowledgments xvii
 PART ONE MAKING QUALITY A STRATEGIC WEAPON
 The Four Steps to Customer Value Management 3 (22)
 Moving ``Customer Satisfaction'' from a 25 (32)
 Slogan to a Science
 PART TWO ROLE MODELS: COMPANIES THAT DELIVERED
 MARKET-PERCEIVED QUALITY AND VALUE
 How Milliken & Co. Built a Competitive 57 (16)
 Powerhouse
 ``Customer Value Added'' at AT&T: A 73 (24)
 Competitive Strategy Milestone
 Communicating the Complex Truth About 97 (22)
 Cholesterol
 How to Achieve Quality Service 119 (34)
 PART THREE MANAGING SOME BIG ISSUES WITH
 CUSTOMER VALUE MANAGEMENT
 Creating Power Brands 153 (22)
 Assessing Competing Technologies and 175 (34)
 Nurturing a Long-Term Winner
 PART FOUR THE TOOLS AND METRICS OF CUSTOMER
 VALUE ANALYSIS
 The Seven Tools of Customer Value Analysis 209 (32)
 Putting the Power of a Whole Organization in 241 (28)
 a Single Room: The War-Room Wall and
 Strategic Navigation
 Aligning Your Quality Initiatives with the 269 (32)
 Goal of True Customer Value Management
 PART FIVE THE PAYOFF FROM PROVIDING SUPERIOR
 QUALITY AND VALUE
 Here's the Proof: Superior Quality Drives the 301 (22)
 Bottom Line and Shareholder Value
 Learning from the Malcolm Baldrige National 323 (20)
 Quality Award
 Comprehensive Alignment: Key to True 343 (20)
 Competitiveness
 Epilogue 363 (8)
 Appendix A Malcolm Baldrige National Quality 371 (27)
 Award: 1994 Award Examination Criteria and
 Guidelines
 Appendix B Why Do Patients Demand a Large Drop 398 (3)
 in Total Cholesterol?
 Appendix C Building Our Store of Case Examples 401 (2)
 and Empirical Evidence
 Appendix D Questionnaire to Aid Benchmarking 403 (4)
 Notes 407 (10)
 Index 417