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Marketing research: new method...
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Harvard business review : HBR
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Does marketing need reform? : fresh perspectives on the future
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How valuable is word of mouth? : identify the customers who bring in the most referrals ; then capitalize on that knowledge
Kumar, V.
;
Petersen, J. Andrew
;
Leone, Robert P.
- In:
Harvard business review : HBR
85
(
2007
)
10
,
pp. 139-146
Persistent link: https://www.econbiz.de/10003550617
Saved in:
2
Who’s your most valuable salesperson?
Kumar, V.
;
Sunder, Sarang
;
Leone, Robert P.
- In:
Harvard business review : HBR
93
(
2015
)
4
,
pp. 62-68
Persistent link: https://www.econbiz.de/10010514587
Saved in:
3
THE CUSTOMER - Getting the Most out of All Your Customers - Loyal customers don't produce stable, healthy growth. Profitable ones do. A new analytical tool can tell you how many ma...
Thomas, Jacquelyn S.
;
Reinartz, Werner
;
Kumar, V.
- In:
Harvard business review : HBR
(
2004
),
pp. 116-123
Persistent link: https://www.econbiz.de/10005926377
Saved in:
4
The Mismanagement of Customer Loyalty - Who wouldn't want loyal customers? Don't they bring in all the profits? New research says no. Not all loyal customers are profitable, and ma...
Reinartz, Werner
;
Kumar, V.
- In:
Harvard business review : HBR
(
2002
),
pp. 86-95
Persistent link: https://www.econbiz.de/10005940217
Saved in:
5
TOOL KIT - How Valuable Is Word of Mouth? Your most profitable customers are probably not the ones who buy the most -- They're the ones who do the best job of referring your firm t...
Kumar, V.
;
Petersen, J.Andrew
;
Leone, Robert P.
- In:
Harvard business review : HBR
(
2007
),
pp. 139-154
Persistent link: https://www.econbiz.de/10007872276
Saved in:
6
TOOL KIT - Knowing What to Sell, When, and to Whom - It's always been hard to work out what customers do and don't want, let alone when they do or don't want it. That's why markete...
Kumar, V.
;
Venkatesan, Rajkumar
;
Reinartz, Werner
- In:
Harvard business review : HBR
(
2006
),
pp. 131-141
Persistent link: https://www.econbiz.de/10005917817
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