Transformative Marketing: Combining New Age Technologies and Human Insights

Transformative Marketing: Combining New Age Technologies and Human Insights Kumar, V., and Philip Kotler Published: Jun 21, 2024 This book gives an indispensable guide to navigating the shift in customer behavior and discovers how to rally their resources, cultivate capabilities, and forge strategies that harness cutting-edge technologies. In today’s tech-centric world, customers crave lightning-fast digital […]

Valuing Customer Engagement: Strategies to Measure and Maximize Profitability

Valuing Customer Engagement: Strategies to Measure and Maximize Profitability V. Kumar Published: Feb 10, 2024 In recent years, the concept of customer engagement has evolved as a powerful tool in the managerial toolkit of firms to incorporate a profitable approach to customer management. There is a pressing need for an authoritative book that communicates the […]

International Marketing Research: A Transformative Approach

International Marketing Research: A Transformative Approach V. Kumar Published: Jul 08, 2024 This book provides a practical, detailed, and well-documented guide that takes students and market researchers through all phases of developing and conducting global marketing research. This book not only accounts for the recent developments in the scope and extent of global marketing research, […]

Emergent Research on Business and Society: An India-Centric Perspective

Emergent Research on Business and Society: An India-Centric Perspective V. Kumar, Salunkhe, U., D.N.Murthy, and Bharath Rajan Published: Oct 08, 2023 This book edited by Prof. Dr. Uday Salunkhe, Dr. V. Kumar, Prof. Dr. D.N. Murthy, and Bharath Rajan brings together critical and up to date analysis by more than 30 experts on business and […]

Marketing Readings MR12

Marketing Reading MR 12 Internet-Based Marketing Readings How To Kick Off An Innovation Project (Business Week 06/24/2009) IDEO and the Power of Design (Business Week 05/17/04) Information Overload (CRM Magazine Dec/2009) Listen Up! (Fast Company May’00) Market Research on the Cheap (Business Week 01/09/2008) New Thinking About Consumer Marketing (Business Week 06/29/2009) The Hard Sell: […]

Marketing Research Site MR12

Marketing research site MR 12 Quirks Marketing Research Review Interesting discussion forum Ilinois State University Library resources detailing steps in researching a company and the sources of information available to do so. A bit basic, but a great starting point for undergraduates

Authors MR12

AUTHORs MR 12 David A. Aaker V. Kumar George S. Day Robert P. Leone