1. Old Lonely: Marketing the Quality Legend -- 2. Maytag's Unwritten Credo: Complete Customer Satisfaction (An Intricate Endeavor) -- 3. Quality Is Flesh and Blood: Flashback: The Origins of Maytag's Customer Orientation -- 4. Applying American Ingenuity to Household Chores: Early Innovations Set Maytag on a Lifelong Course of Continuous Improvement -- 5. Growing Pains: The Twenties - A High-Times, Hard-Times Decade -- 6. The Dawn of Social Responsibility in Manufacturing: Evolving Attitudes on Company Stakeholders - The Turbulent Thirties -- 7. Enlightened Self-Interest: From Philanthropy to a Formal Policy of Community Service -- 8. Postwar Maytag: The Dependability Ethic Meets Competitive Pressure -- 9. Dilemma Decade - The Sixties: Competitive Challenge Part I - Questing for Growth in a Mature Market -- 10. Maytag in the Acquisition Decade: Competitive Challenge Part II - Quality in the Face of Diversification.
11. Going Global: Competitive Challenge Part III - Quality Image Meets the Globalization Imperative.