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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
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Introduction : is customer satisfaction (ir)relevant as a metric
Kumar, V. - In: Journal of marketing 80 (2016) 5, pp. 108-109
Persistent link: https://www.econbiz.de/10011591208
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Choosing the right metrics to maximize profitability and shareholder value
Petersen, J. Andrew; McAlister, Leigh; Reibstein, David J. - In: Journal of retailing 85 (2009) 1, pp. 95-111
Persistent link: https://www.econbiz.de/10003834521
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Measuring customer profitability in complex environments : an interdisciplinary contingency framework
Holm, Morten; Kumar, V.; Rohde, Carsten - In: Journal of the Academy of Marketing Science 40 (2012) 3, pp. 387-401
Persistent link: https://www.econbiz.de/10009548616
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Enhancing financial performance : the power of customer metrics
Kumar, V.; Umashankar, Nita - In: Handbook of marketing and finance, (pp. 9-42). 2012
Persistent link: https://www.econbiz.de/10009552536
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Recovering hidden buyer-seller relationship states to measure the return on marketing investment in business-to-business markets
Luo, Anita; Kumar, V. - In: Journal of marketing research : JMR 50 (2013) 1, pp. 143-160
Persistent link: https://www.econbiz.de/10009715239
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Measuring and managing a salesperson's future value to the firm
Kumar, V.; Sunder, Sarang; Leone, Robert P. - In: Journal of marketing research : JMR 51 (2014) 5, pp. 591-608
Persistent link: https://www.econbiz.de/10010489702
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Driving profitability by encouraging customer referrals : who, when, and how
Kumar, V.; Petersen, J. Andrew; Leone, Robert P. - In: Journal of marketing 74 (2010) 5, pp. 1-17
Persistent link: https://www.econbiz.de/10009237718
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Revisiting the satisfaction-loyalty relationship : empirical generalizations and directions for future research
Kumar, V.; Pozza, Ilaria Dalla; Ganesh, Jaishankar - In: Journal of retailing 89 (2013) 3, pp. 246-262
Persistent link: https://www.econbiz.de/10009781857
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Customer engagement marketing
Pansari, Anita; Kumar, V. - In: Customer engagement marketing, (pp. 1-27). 2018
Persistent link: https://www.econbiz.de/10011739810