Customers and brands : marketplace drivers for all -- Understanding customers how they think and how they behave : All marketing starts with customers -- Developing customer insights -- How customers think -- Identifying customer needs, wants and desires -- Finding customer-brand connections -- Data : using the database to separate good and bad customers -- Accountability : marketing's biggest challenge : Customer-first planning : from the outside in -- Investing in customers, not marketing communication -- Communicating with customers in a fragmented marketplace : Touching customers with communication -- Delivering customer communication connections -- Customer consumption of communication Outbound or push communication delivery systems -- Interactive or pull communication delivery systems -- The right message to the right audience at the right time : Linking customers and marketers with value propositions -- Communicating brand value to customers -- Next steps in building customer-brand relationships

1. Relationship Marketing
2. Customer Relations
3. Branding (Marketing)