Chapter 1: Introduction (Professor Kamran Kashani).
Chapter 2: Value Chain Marketing (Professor Jean-Pierre Jeannet).
Chapter 3: Countering Commoditization: Value-added Strategies and Aligning with Customers (Professor Kamran Kashani).
Chapter 4: The Marketing of Services: How is it Different? (Professor Jacques Horovitz).
Chapter 5: The Missing ‘P’ in the Marketing Mix: Putting Passion into Brands (Professor Dominique Turpin).
Chapter 6: Beyond Beating Competition: Shaping Markets for Profitable Growth (Professor Adrian B. Ryans).
Chapter 7: New Frontiers in Pricing for Profit (Professor John Walsh).
Chapter 8: Beyond the Matrix: An Organization-wide Solution for Creating and Sustaining Customer Value (Professor Seán Meehan).