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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

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

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

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

National culture, economy, and customer lifetime value : assessing the relative impact of the drivers of customer lifetime value for a global retailer

Kumar, V.; Pansari, Anita - In: Journal of international marketing 24 (2016) 1, pp. 1-21

Persistent link: https://www.econbiz.de/10011460092

Creating enduring customer value

Kumar, V.; Reinartz, Werner J. - In: Journal of marketing 80 (2016) 6, pp. 36-68

Persistent link: https://www.econbiz.de/10011621576

Customer relationship management : concept, strategy, and tools

Kumar, V.; Reinartz, Werner J. - 2018 - Third edition

Persistent link: https://www.econbiz.de/10011663789

Perceived risk, product returns, and optimal resource allocation : evidence from a field experiment

Petersen, J. Andrew; Kumar, V. - In: Journal of marketing research : JMR 52 (2015) 2, pp. 268-285

Persistent link: https://www.econbiz.de/10010526553

The role of marketer-generated content in customer engagement marketing

Meire, Matthijs; Hewett, Kelly; Ballings, Michel; Kumar, V. - In: Journal of marketing 83 (2019) 6, pp. 21-42

Persistent link: https://www.econbiz.de/10012176245

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.

Persistent link: https://www.econbiz.de/10011851942