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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

Persistent link: https://www.econbiz.de/10008232099

Der Wert der Mundpropaganda - Marketing: Was bringt es, wenn Konsumenten ein Unternehmen weiterempfehlen? Mit einem neuen Verfahren lässt sich der Kundenwert berechnen.

Kumar, V.; Petersen, J.Andrew; Leone, Robert P. - In: Harvard-Business-Manager : das Wissen der Besten 30 (2008) 2, pp. 56-67

Persistent link: https://www.econbiz.de/10007909224

TOOL KIT - How Valuable Is Word of Mouth? Your most profitable customers are probably not the ones who buy the most -- They're the ones who do the best job of referring your firm t...

Kumar, V.; Petersen, J.Andrew; Leone, Robert P. - In: Harvard business review : HBR (2007), pp. 139-154

Persistent link: https://www.econbiz.de/10007872276

Maximizing ROI or Profitability - Is one better than the other?

Kumar, V.; Petersen, J.Andrew - In: Marketing research : a magazine of management and … 16 (2004) 3, pp. 28-35

Persistent link: https://www.econbiz.de/10007100186

Using a Customer-Level Marketing Strategy to Enhance Firm Performance: A Review of Theoretical and Empirical Evidence

Kumar, V.; Petersen, J.Andrew - In: Journal of the Academy of Marketing Science 33 (2005) 4, pp. 504-519

Persistent link: https://www.econbiz.de/10006149566

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 --...