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Customer Engagement Marketing
Robert W. Palmatier, V. Kumar, Colleen M. Harmeling
Published: Aug 29, 2017
This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing strategies. Responding to the rapidly changing business landscape where consumers are more connected, accessible, and informed than ever before, many firms are investing in customer engagement marketing. The book will appeal to academics, practitioners, consultants, and managers looking to improve customer engagement.
Marketing Research, 12th edition
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.
Marketing Research, 11th edition
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
Global Marketing Research
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 in more than 30 countries. It discusses recent developments in the scope and extent of the subject and examines advances in quantitative and qualitative research techniques from a global perspective.
Marketing Research, 13th edition
V. Kumar, Robert P. Leone, David A. Aaker, George S. Day
Published: 2019
Marketing Research, 13th 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.
Customer Relationship Management: Concept, Strategy and Tools, 3rd Edition
V. Kumar Werner Reinartz
Published: 2018
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…
Customer Relationship Management: Concept, Strategy and Tools, 2ndEdition
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…
Statistical Methods in Customer Relationship Management
V. Kumar J. Andrew Peterson
Published: 2012
Statistical Methods in Customer Relationship Management focuses onthe quantitative and modeling aspects of customer management strategies that lead to future firm profitability, with emphasis on developing an understanding of Customer…
Customer Lifetime Value
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…
Managing Customers for Profit
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…
Essentials of Marketing Research 2nd edition
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…
Marketing Research, 10th edition
V. Kumar George S. Day David A. Aaker
Published: Novemeber 2002
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…
International Marketing Research
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,
Marketing Research, 6th edition
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.
Market Research: A Global Outlook
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 behavior of customers in more than 30 countries. It discusses recent developments in the scope and extent of the subject and examines advances in quantitative and qualitative research techniques from a global perspective.
Profitable Customer Engagement
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.
Customer Relationship Management: A Databased Approach
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…
Marketing Research, 8th edition
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…
Marketing Research, 7th edition
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.
Marketing Research, 9th edition
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…
Essentials of Marketing Research, 1st edition
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…
Market Research: A Global Outlook
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 behavior of customers in more than 30 countries. It discusses recent developments in the scope and extent of the subject and examines advances in quantitative and qualitative research techniques from a global perspective.
Marketing Research,
13th edition
V. Kumar, Robert P. Leone, David A. Aaker, George S. Day
Published: 2019
Marketing Research, 13th 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.
Customer Engagement MarketingMarketing Research, 9th edition
Robert W. Palmatier, V. Kumar, Colleen M. Harmeling
Published: Aug 29, 2017
Marketing Research, 12th edition
David A. Aaker, V. Kumar, Robert P. Leone, George S. Day
Published: January 2016
Marketing Research, 11th edition
David A. Aaker, V. Kumar, Robert P. Leone, George S. Day
Published: 2012
Global Marketing Research
V. Kumar
Published: 2015
Customer Relationship Management: Concept, Strategy and Tools, 3rd Edition
V. Kumar Werner Reinartz
Published: 2018