Inside the Customer Universe: How to Build Unique Customer Insight for Profitable Growth and Market Leadership

Preface

1 The quick guide to Customer Universe Based Execution

PART I Discovering the Customer Universe

2 The executive challenge of driving EBITDA growth

3 The challenges of current segmentation models

4 Identifying customer types – inside the customer’s mind

5 Identifying roles and scenes – inside situations and occasions

6 CUBEical segmentation – the platform for achieving market leadership

PART II Activating the Customer Universe

7 CUBEical strategy – where and how to compete

8 CUBEical implementation – how to set the agenda

PART III Living the Customer Universe

9 CUBEical thinking – how does it link to other frameworks

10 The fast moving consumer goods universe

11 The key account management universe

12 The mergers and acquisitions universe

Epilog

Glossary

Index