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Customer engagement and marketing practice

Kumar, V. - In: Handbook of research on customer engagement, (pp. 4-19). 2019

Persistent link: https://www.econbiz.de/10013163341

Interaction orientation : the new measure of marketing capabilities

Kumar, V.; Ramani, Girish - In: MSI reports : working paper series (2007) 1, pp. 3-25

Persistent link: https://www.econbiz.de/10003605767

From customer-, to actor-, to stakeholder engagement : taking stock, conceptualization, and future directions

Hollebeek, Linda D.; Kumar, Vikas; Srivastava, Rajendra … - In: Journal of service research 25 (2022) 2, pp. 328-343

Persistent link: https://www.econbiz.de/10013268027

Customer Engagement Marketing

Palmatier, Robert W. (ed.); Kumar, V. (ed.); … - 2018

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...