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A theory of customer valuation : concepts, metrics, strategy, and implementation

Kumar, V. - In: Journal of marketing 82 (2018) 1, pp. 1-19

Persistent link: https://www.econbiz.de/10011804063

Measuring and maximizing customer equity: a critical analysis

Kumar, V.; George, Morris - In: Journal of the Academy of Marketing Science 35 (2007) 2, pp. 157-171

Persistent link: https://www.econbiz.de/10003507852

Expanding the role of marketing : from customer equity to market capitalization

Kumar, V.; Shah, Denish - In: Journal of marketing 73 (2009) 6, pp. 119-136

Persistent link: https://www.econbiz.de/10003901146

Handbook of research on customer equity in marketing

Kumar, V. (ed.); Shah, Denish (contributor) - 2015

"Customer equity has emerged as the most important metric to manage firm performance. This Handbook covers a broad range of strategic and tactical issues related to defining, measuring, managing, and implementing the customer equity metric for maximizing firm performance. Drawing upon the wisdom...

Persistent link: https://www.econbiz.de/10010475436

Assessing the effect of marketing investments in a business marketing context

Kumar, V.; Sriram, S.; Luo, Anita; Chintagunta, Pradeep K. - In: Marketing science : the marketing journal of the … 30 (2011) 5, pp. 924-940

Persistent link: https://www.econbiz.de/10009384003

Handbook of research on customer equity in marketing

Kumar, V. (ed.); Shah, Denish (ed.); Mack Robinson, J. (ed.) - 2015

pt. 1. Understanding and measuring customer equity -- pt. 2. Identifying key drivers to augment customer equity -- pt. 3. Applying the customer equity concept to enhance firm performance -- pt. 4. Strategic management of customer equity -- pt. 5. Implementing customer equity in firms.