Fast Forward Series

Fast Forward Collection

The New Branding Imperatives: Insights for the New Marketing Realities
Kevin Lane Keller, an international leader in the study of brands, maps out the complicated challenges that confront brand managers today. He offers six managerial principles to help managers navigate those challenges and find their branding “sweet spot”. (19 pages)

Customer Satisfaction: A Strategic Review and Guidelines for Managers
A professor of marketing with a focus on healthcare, Vikas Mittal has a deep understanding of the importance of customer satisfaction. He and marketing scholar Carly Frennea explain why satisfied customers are still a firm’s most valuable asset and discuss how managers can keep customer satisfaction front and center in marketing strategy. (24 pages)

Customer Value Management: Optimizing the Value of the Firm’s Customer Base
Peter Verhoef and Katherine Lemon are award-winning scholars in research on customer management. They make the case that customer and prospect data analysis should drive all customer efforts—from acquisition to service plans to channel management. (23 pages)

Service Marketing: Insights and Directions
A leader in service research since the 1980s, Roland Rust partners with marketing and information technology scholar Ming-Hui Huang to address the service revolution and emerging challenges for service marketing. Service, they conclude, will continue to be the fastest-growing, most rapidly changing, and most exciting part of business. (22 pages)

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