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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

Kumar, V.; Petersen, J. Andrew; Leone, Robert P. - In: Harvard-Business-Manager : das Wissen der Besten 30 (2008) 2, pp. 56-66

Persistent link: https://www.econbiz.de/10003621371

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

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

Undervalued or overvalued customers: capturing total customer engagement value

Kumar, V.; Aksoy, Lerzan; Donkers, Bas; Venkatesan, Rajkumar - In: Journal of service research : JSR 13 (2010) 3, pp. 297-310

Persistent link: https://www.econbiz.de/10008652115

Customer lifetime value management : strategies to measure and maximize customer profitability

Kumar, V.; Rajan, Bharath - In: Handbook of marketing strategy, (pp. 107-134). 2012

Persistent link: https://www.econbiz.de/10009530867

Profitable customer engagement : concepts, metrics, and strategies

Kumar, V. - 2013

List of illustrations -- List of abbreviations -- Foreword -- Preface -- Introduction to customer engagement -- Metrics for engaging customers -- Brand: "Is that what you think of me?" -- Valuing customer contributions : the future looks green! -- Linking brand value to customer value --...

Persistent link: https://www.econbiz.de/10014007358

Valuing Customer Engagement : Strategies to Measure and Maximize Profitability

Kumar, V. - 2024 - 2nd ed. 2024.

1.Overview of Customer Engagement -- 2. Customer Valuation Theory -- 3. Customer Engagement Value -- 4. Brand: “What Do You Think of Me?” -- 5. How Much are your Customers Worth? -- 6. When Brand Value Meets Customer Value -- 7. What’s the Word Out There? -- 8. Hey, Have You Heard About...

Persistent link: https://www.econbiz.de/10014475009

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

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

Kumar, V.; Shah, Denish - In: MSI reports : working paper series (2008) 3, pp. 43-72

Persistent link: https://www.econbiz.de/10003793932