Tables of Contents for Planting Flowers, Pulling Weeds

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Introduction: The Need to Know Customers.

PART I: BUILDING THE VALUE SEGMENTS.

Overview It Takes A System.

Step 1: Defining Your Corporate Objectives.

Step 2: Collecting and Storing Your Data.

Step 3: Assessing and Analyzing Your Data.

Step 4: Placing People in Value Segments.

PART II: IMPLEMENTATION AND EXECUTION.

Step 5: Planning to Capture Value.

Step 6: Organizational Magnification.

Step 7: Marketing Execution.

Step 8: Sales Execution.

PART III: EVALUATION AND MODIFICATION.

Step 9: Metrics.

Step 10: Closing the Loop.

Appendix: Resources.

Index