附註:Includes bibliographical references and index.
Contents -- Preface -- Acknowledgments -- 1 THE FINAL FRONTIER -- 2 WE WILL ASSIMILATE YOU -- 3 YOU ARE HOW YOU BEHAVE -- 4 THE FOUR WAYS TO CREATE BEHAVIORAL DIFFERENTIATION -- 5 THE GOLD STANDARDS IN BEHAVIORAL DIFFERENTIATION -- 6 RANDOM ACTS OF KINDNESS -- 7 EXCEPTIONAL VALUES -- 8 LIVING THE PROMISE -- 9 THE ENGINES THAT DRIVE BEHAVIORAL DIFFERENTIATION -- 10 WHY SOUTHWEST AIRLINES SOARS: B2C BEHAVIORAL DIFFERENTIATION -- 11 SEARCHING FOR STARS: B2B BEHAVIORAL DIFFERENTIATION -- 12 CREATING AND SUSTAINING BEHAVIORAL DIFFERENTIATION -- Index
