The Value Mindset
This first section will help you build a clear understanding of what marketing today truly "is" and the principles of value creation that guide it.
To accomplish this, Section 1 consists of four chapters including (1) What is marketing?, (2) What is value?, (3) Two value equations, and (4) What is marketing strategy?
The 12 Building Blocks of Value
Section 2 introduces the 12 Building Blocks that you control in creating products and services that generate new value.
This section introduces each of these in detail, explaining their mechanics, and gives examples of how these have been utilized to transform previous products and services into ones that break through and unleash entirely new levels of value.
12 Steps to Marketing Mastery
This section walks through a step-by-step process that will help you create value-focused products or services.
This section begins with The 9 Rules that outline exactly how to go about effectively working through Section 3 and then continues through four distinct phases including: Problem Definition, Knowledge Creation, Strategy Creation and Value Creation.