Includes index.

A quick guide to customer universe based execution -- The executive challenge of driving EBITDA growth -- The challenges of current segmentation models -- Identifying customer types : inside the customer mind -- Identifying roles and scenes : inside situations and occasions -- CUBEical segmentation : the platform for achieving market leadership -- CUBEical strategy : where and how to compete -- CUBEical implementation : how to take the lead -- CUBEical thinking : how it links to other business frameworks -- The fast moving consumer goods universe -- The key account management universe -- The mergers and acquisition universe.