This collection of cutting-edge articles will help organizations understand how to build customer loyalty through unique relationship-building strategies such as partnerships, branding, and superlative customer service. Contents include: Co-opting Customer Competence by C.K. Prahalad and Venkatram Ramaswamy; Get Inside the Lives of Your Customers by Patricia B. Seybold; The Old Pillars of New Retailing by Leonard L. Berry; Want to Perfect Your Company's Service? Use Behavioral Science by Richard B. Chase and Sriram Dasu; Don't Homogenize, Synchronize by Mohanbir Sawhney; Firing Up the Front Line by Jon R. Katzenbach and Jason A. Santamaria; Preventing the Premature Death of Relationship Marketing by Susan Fournier, Susan Dobscha, and David Glen Mick; and See Your Brands Through Your Customers' Eyes by Chris Lederer and Sam Hill.