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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

Customer lifetime value

Kumar, V. - In: The handbook of marketing research : uses, misuses, and …, (pp. 602-627). 2006

Persistent link: https://www.econbiz.de/10003420687

A customer lifetime value-based approach to marketing in the multichannel, multimedia retailing environment

Kumar, V. - In: Journal of interactive marketing : a quarterly … 24 (2010) 2, pp. 71-85

Persistent link: https://www.econbiz.de/10003987323

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

The power of CLV : managing customer lifetime value at IBM

Kumar, V.; Venkatesan, Rajkumar; Bohling, Tim; … - In: Marketing science : the marketing journal of the … 27 (2008) 4, pp. 585-599

Persistent link: https://www.econbiz.de/10003765812

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

Reversing the logic : the path to profitability through relationship marketing

Kumar, V.; Dalla Pozza, Ilaria; Petersen, J. Andrew; … - In: Journal of interactive marketing : a quarterly … 23 (2009) 2, pp. 147-156

Persistent link: https://www.econbiz.de/10003847126

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

Implementing profitability through a customer lifetime value management framework

Kumar, V.; Venkatesan, Rajkumar; Beckmann, D. - In: GfK marketing intelligence review : Marketingforschung … (2009) 2, pp. 32-43

Persistent link: https://www.econbiz.de/10003902477

Der Wert der Mundpropaganda

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