Marco Bertini is Associate Professor of Marketing at Esade—Universitat Ramon Llula. Oded Koenigsberg is Professor of Marketing and Deputy Dean at London Business School.

• Series Foreword ix Preface xi Introduction: From Promises to Proof 1 I Context 1 Unfinished Business 13 2 Beyond Needs and Journeys 25 3 Leaner Commerce 37 II Models 4 Shaving, Rocking Out, and Looking Fabulous 47 5 Flying Hours, Wash Cycles, and Miles Driven 61 6 Laughter, Rocks, and Quality of Life 77 III Action 7 Committing to Outcomes 91 8 Breaking the Quality Paradox 101 9 Getting Up Close and Personal 111 10 Partnering with Customers 119 11 Making Your Move 131 Notes 143 Index 165

Marco Bertini is Associate Professor of Marketing at Esade—Universitat Ramon Llula. Oded Koenigsberg is Professor of Marketing and Deputy Dean at London Business School.

• Series Foreword ix Preface xi Introduction: From Promises to Proof 1 I Context 1 Unfinished Business 13 2 Beyond Needs and Journeys 25 3 Leaner Commerce 37 II Models 4 Shaving, Rocking Out, and Looking Fabulous 47 5 Flying Hours, Wash Cycles, and Miles Driven 61 6 Laughter, Rocks, and Quality of Life 77 III Action 7 Committing to Outcomes 91 8 Breaking the Quality Paradox 101 9 Getting Up Close and Personal 111 10 Partnering with Customers 119 11 Making Your Move 131 Notes 143 Index 165

Marco Bertini is Associate Professor of Marketing at Esade—Universitat Ramon Llula. Oded Koenigsberg is Professor of Marketing and Deputy Dean at London Business School.

• Series Foreword ix Preface xi Introduction: From Promises to Proof 1 I Context 1 Unfinished Business 13 2 Beyond Needs and Journeys 25 3 Leaner Commerce 37 II Models 4 Shaving, Rocking Out, and Looking Fabulous 47 5 Flying Hours, Wash Cycles, and Miles Driven 61 6 Laughter, Rocks, and Quality of Life 77 III Action 7 Committing to Outcomes 91 8 Breaking the Quality Paradox 101 9 Getting Up Close and Personal 111 10 Partnering with Customers 119 11 Making Your Move 131 Notes 143 Index 165