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Written by world-renowned scholar and thought leader V. Kumar, this seminal work book explains the definitions of the metrics within the CEV framework and analyzes ways to measure and maximize these metrics that can help in engaging customers profitably. Dr. Kumar also reveals the interrelationships between these metrics, i.e. how each metric impacts the other, with examples from all over the world.
This updated edition introduces of Customer Valuation Theory as a way of quantifying direct and indirect engagement value while presenting newer applications and case studies. With practical examples of companies that have benefited by implementing these strategies, this guide is a must have for business executives who want to maximize companies profitability as well as students wanting to learn how to engage customers and build loyalty.
Written by world-renowned scholar and thought leader V. Kumar, this seminal work book explains the definitions of the metrics within the CEV framework and analyzes ways to measure and maximize these metrics that can help in engaging customers profitably. Dr. Kumar also reveals the interrelationships between these metrics, i.e. how each metric impacts the other, with examples from all over the world.
This updated edition introduces of Customer Valuation Theory as a way of quantifying direct and indirect engagement value while presenting newer applications and case studies. With practical examples of companies that have benefited by implementing these strategies, this guide is a must have for business executives who want to maximize companies profitability as well as students wanting to learn how to engage customers and build loyalty.
Dr. V. Kumar (VK) is the Professor of Marketing, and the Goodman Academic-Industry Partnership Professor, Goodman School of Business, Brock University, ON, Canada. Prior to joining Brock, VK was the Salvatore Zizza Professor of Marketing, Tobin College of Business at St. John's University, NY. He has held/holds several Distinguished Faculty Positions and Fellowships across universities worldwide. VK has also been honored as a Legend in Marketing through the 10-Volume Legends in Marketing series published by Sage Publications with commentaries from scholars worldwide. Professor Kumar has published over 300 scholarly papers and 30 books, received over 20 Lifetime Achievement Awards, and over 25 Research and Teaching Excellence Awards. Professor Kumar has served as the Editor-in-Chief of the Journal of Marketing (2014-2018) and serves/served as the Department Editor of POM, and as the Consulting Editor of JIBS. Global Fortune 500 firms have implemented many of VK's ideas and models in multiple areas of marketing and operations which have resulted in gains of over multi-billion dollars. (URL: [...] and [...] ).
1.Overview of Customer Engagement.- 2. Customer Valuation Theory.- 3. Customer Engagement Value.- 4. Brand: "What Do You Think of Me?".- 5. How Much are your Customers Worth?.- 6. When Brand Value Meets Customer Value.- 7. What's the Word Out There?.- 8. Hey, Have You Heard About This?.- 9. We Need Your Help!.- 10. Engaging with Customers in a Multi-dimensional World.
| Erscheinungsjahr: | 2024 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Seiten: | 308 |
| Reihe: | Palgrave Executive Essentials |
| Inhalt: |
xxviii
280 S. 48 s/w Illustr. 14 farbige Illustr. 280 p. 62 illus. 14 illus. in color. |
| ISBN-13: | 9783031432989 |
| ISBN-10: | 3031432983 |
| Sprache: | Englisch |
| Ausstattung / Beilage: | Paperback |
| Einband: | Kartoniert / Broschiert |
| Autor: | Kumar, V. |
| Auflage: | 2nd ed. 2024 |
| Hersteller: |
Springer Nature Switzerland
Springer International Publishing Palgrave Executive Essentials |
| Maße: | 235 x 155 x 17 mm |
| Von/Mit: | V. Kumar |
| Erscheinungsdatum: | 20.02.2024 |
| Gewicht: | 0,47 kg |
Dr. V. Kumar (VK) is the Professor of Marketing, and the Goodman Academic-Industry Partnership Professor, Goodman School of Business, Brock University, ON, Canada. Prior to joining Brock, VK was the Salvatore Zizza Professor of Marketing, Tobin College of Business at St. John's University, NY. He has held/holds several Distinguished Faculty Positions and Fellowships across universities worldwide. VK has also been honored as a Legend in Marketing through the 10-Volume Legends in Marketing series published by Sage Publications with commentaries from scholars worldwide. Professor Kumar has published over 300 scholarly papers and 30 books, received over 20 Lifetime Achievement Awards, and over 25 Research and Teaching Excellence Awards. Professor Kumar has served as the Editor-in-Chief of the Journal of Marketing (2014-2018) and serves/served as the Department Editor of POM, and as the Consulting Editor of JIBS. Global Fortune 500 firms have implemented many of VK's ideas and models in multiple areas of marketing and operations which have resulted in gains of over multi-billion dollars. (URL: [...] and [...] ).
1.Overview of Customer Engagement.- 2. Customer Valuation Theory.- 3. Customer Engagement Value.- 4. Brand: "What Do You Think of Me?".- 5. How Much are your Customers Worth?.- 6. When Brand Value Meets Customer Value.- 7. What's the Word Out There?.- 8. Hey, Have You Heard About This?.- 9. We Need Your Help!.- 10. Engaging with Customers in a Multi-dimensional World.
| Erscheinungsjahr: | 2024 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Seiten: | 308 |
| Reihe: | Palgrave Executive Essentials |
| Inhalt: |
xxviii
280 S. 48 s/w Illustr. 14 farbige Illustr. 280 p. 62 illus. 14 illus. in color. |
| ISBN-13: | 9783031432989 |
| ISBN-10: | 3031432983 |
| Sprache: | Englisch |
| Ausstattung / Beilage: | Paperback |
| Einband: | Kartoniert / Broschiert |
| Autor: | Kumar, V. |
| Auflage: | 2nd ed. 2024 |
| Hersteller: |
Springer Nature Switzerland
Springer International Publishing Palgrave Executive Essentials |
| Maße: | 235 x 155 x 17 mm |
| Von/Mit: | V. Kumar |
| Erscheinungsdatum: | 20.02.2024 |
| Gewicht: | 0,47 kg |
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