1. The Key to Brand Profits - What you can expect to find in this book -- 2. Getting Started - A basic introduction to how commitment works -- 3. A General Theory of Commitment - How to measure commitment with just a few questions -- 4. Answers to Some Old Questions - Clearing up confusion about loyalty and brand equity -- 5. The Impact of Commitment of How People Behave in Markets - Proven results from over 2800 studies worldwide -- 6. Why Advertisers Cannot Ignore Commitment - What is already in the mind determines what gets seen -- 7. Fine-tuning your Customer Relationship Management - Profiling your customers in terms of their commitment -- 8. Case Studies: Marketing Fast-moving Consumer Goods - Beer, carbonated beverages, household cleaning products -- 9. Working with the African National Congress - Applying a commitment-led approach to political marketing -- 10. Some Practical Tips - Some dos and don'ts -- 11. The Road Ahead ... and what is holds for customers and marketers
