Books

David A. Aaker, V. Kumar, Robert P. Leone, George S. Day
Published: January 2016

Marketing Research, 12th Edition prepares marketing students to make data driven business decisions. With a focus on market intelligence, strategy, theory and application, the authors introduce the latest developments in the field of marketing research and discuss their impact on marketing research applications–all in a macro-micro framework to help students understand the big picture.

V. Kumar
Published: 2015

Global Marketing Research¬†is a comprehensive text that tracks the dynamic world of global marketing and undertakes a systematic approach in discussing the steps involved in the process of conducting marketing research. This text has been developed by the author from over two decades of experience in conducting marketing research and observing the behavior of customers […]

V. Kumar
Published: 2015

Marketing Research: A Global Outlook is a comprehensive text that tracks the dynamic world of global marketing and undertakes a systematic approach in discussing the steps involved in the process of conducting marketing research. This text has been developed by the author from over two decades of experience in conducting marketing research and observing the […]

V. Kumar
Published: 2013

This book proposes several concepts and methodologies to measure customer engagement by developing a framework that includes the multi-dimensional aspects of customer engagement. Methodologies to monetize these components are proposed, tested, and validated in the real-world scenarios in order to maximize the profitability of the customers.

David A. Aaker, V. Kumar, Robert P. Leone, George S. Day
Published: 2012

This edition, while building on the online marketing research content, tracks recent developments in the area of relationship marketing. Specific importance has been given to the concepts of Customer Lifetime Value, Mobile Marketing, Social…

V. Kumar Werner Reinartz
Published: 2012

Customer relationship management (CRM) as a strategy and as a technology has gone through an amazing evolutionary journey. The initial technological approach was followed by many disappointing initiatives only to see the maturing of the…

V. Kumar J. Andrew Peterson
Published: 2012

Statistical Methods in Customer Relationship Management focuses on the quantitative and modeling aspects of customer management strategies that lead to future firm profitability, with emphasis on developing an understanding of Customer…

V. Kumar David A. Aaker George S. Day Robert P. Leone
Published: September 2010

This edition, while building on the online marketing research content, tracks recent developments in the area of relationship marketing. Specific importance has been given to the concepts of Customer Lifetime Value, Mobile Marketing, Social…

V. Kumar
Published: August 2008

Customer Lifetime Value – The Path to Profitability reviews the CLV metric in particular. Approaches to computing CLV and the concept of customer equity are discussed in detail. Specifically, this monograph provides the methods of measuring…

V. Kumar
Published: January 2008

This book explains the use of Customer Lifetime Value (CLV) to target customers with higher profit potential, manage and reward existing customers based on their profitability, and invest in high-profit customers to prevent attrition and ensure…

V. Kumar George S. Day David Aaker
Published: October 2007

In a world exploding with marketing data, there’s no text that keeps pace with the latest tools, applications, and developments in marketing research. This book shows the future managers and researchers when marketing can and should be…

V. Kumar
Published: June 2006

Customer Relationship Management: A Databased Approach offers the promise of maximized profits for today’s highly competitive businesses. This innovative book provides readers with the tools and techniques to effectively use CRM. It…

V. Kumar George S. Day David A. Aaker
Published: January 2004

The 8th edition of Marketing Research provides an application oriented approach to marketing and marketing research by outlining when what type of marketing research should be used, why and how. This book acts as a guide for future managers…

V. Kumar George S. Day David A. Aaker
Published: Novemeber 2002

This book contains detailed discussions of the process of marketing, with numerous examples from the industry. By discussing international marketing research, this book expands the readers’ ability to deal with issues that are not…

V. Kumar George S. Day David A. Aaker
Published: February 2001

This book condenses the approach marketers should take towards marketing research by identifying when marketing can and should be used, what research, and how to interpret and apply the results.

V. Kumar George S. Day David A. Aaker
Published: 2001

This book contains detailed discussions of the process of marketing, with numerous examples from the industry. By discussing international marketing research, this book expands the readers’ ability to deal with issues that are not…

V. Kumar
Published: September 2000

This practical, detailed and well-documented guide takes students through all phases of developing and conducting international marketing research- from analyzing the nature and scope of the research, to the preliminary stages, gathering data,

V. Kumar George S. Day David A. Aaker
Published: 1998

This book condenses the approach marketers should take towards marketing research by identifying when marketing can and should be used, what research, and how to interpret and apply the results.

V. Kumar George S. Day David A. Aaker
Published: 1995
Marketing Research, 1st edition, In Macedonian V. Kumar George S. Day David A. Aaker Published: 2003 Marketing Research, 1st edition, In Russian
V. Kumar George S. Day David A. Aaker
Published: 2003

Marketing Research, 1st edition, In Portuguese
V. Kumar George S. Day David A. Aaker
Published: 2000

Marketing Research, 4th edition, 2000, In Spanish
V. Kumar George S. Day David A. Aaker
Published: 2000

Marketing Research, 1st edition, 2000, In Chinese
V. Kumar George S. Day David A. Aaker
Published: 2000

Essentials of Marketing Research, In Chinese
V. Kumar David A. Aaker George S. Day
Published: 2000