List of Illustrations
List of Abbreviations
Foreword : From a Thought Leader by David J. Reibstein
Foreword : From a Business Leader by J. Patrick Bewley
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
Customer Referrals
Customer Influence Value: Really! Where Did You Hear That?
Please Help Us Help You …
Managing Customers in a Multi-dimensional World
Glossary
Index
About the Author
V. Kumar is a Regents’ Professor, Richard and Susan Lenny
Distinguished Chair and Professor in Marketing, and the
Executive Director of the Center for Excellence in Brand
and Customer Management, and the Director of the PhD Program
in Marketing at the J. Mack Robinson College of Business,
Georgia State University. He is also the first person outside
of China to be named Chang Jiang Scholar, Huazhong University
of Science and Technology, Wuhan, China, and Lee Kong Chian
Fellow, Singapore Management University, Singapore.Dr Kumar has
been recognized with twelve lifetime achievement awards in
Marketing Strategy, Inter-organizational Issues, Retailing,
Business to-Business Marketing, and Marketing Research from
the American Marketing Association and other professional
organizations, including the Paul D. Converse Award. Other
awards that he has received include the Donald R. Lehmann
Award, MSI/Paul H. Root Award, Harold H. Maynard Award, Davidson
Award, the Sheth Foundation/Journal of Marketing for the Best
Paper Award for contributing a Longterm Impact in marketing,
the Robert Buzzell Award from the Marketing Science
Institute, and the Gary L. Lilien ISMS-MSI Practice Prize
Award. He has published over 200 articles in many scholarly
journals in marketing including the Harvard Business Review, Sloan
Management Review, Journal of Marketing, Journal of Marketing
Research, Marketing Science, and Management Science, and
Operations Research. His books include Managing Customers for
Profit, Customer Relationship Management (CRM), Customer
Lifetime Value, Marketing Research, Statistical Methods in
CRM, and International Marketing Research. He has won several
awards for his research publications in scholarly journals. He
has also had the privilege and the honor of being named as the
Editor-in-Chief of the Journal of Marketing, the number-one-ranked
academic journal in the field of marketing.
Dr Kumar teaches a variety of courses including Database Marketing,
e-Marketing, Customer Relationship Management, New Product
Management, Marketing Models, International Marketing
Strategy, International Marketing Research, and Multivariate
Methods in Business. He has spent a significant amount of time
living and traveling around the world and has taught in MBA
programs in Australia, France, India, Spain, Holland, and Hong
Kong. He has lectured extensively on marketing-related topics
at various universities in the United States, France, Spain,
Germany, China, Israel, the Netherlands, Finland, Belgium, the
United Kingdom, Sweden, Australia, Brazil, Turkey, Mexico,
India, and South Africa. He has also conducted numerous
executive development seminars in North America, South America,
Europe, Asia, Africa, and Australia.Dr Kumar spends his free
time visiting business leaders to identify challenging
problems to solve. He plays tennis and basketball to relieve
his stress arising out of being in academics. Finally, Dr
Kumar has been chosen as a Legend in Marketing where his work is
being published in a 10- volume encyclopedia with commentaries
from scholars worldwide.More information about Dr Kumar’s
involvement in teaching and research is available
at www.drvkumar.com. He can be reached at the following e-mail
address: vk@gsu.edu
"A must read for executives facing dynamic marketplaces,
fast-moving competitors, and the realities of digital
communications and communities."
*Professor Emeritus of Marketing Strategy at the Haas School of
Business, UC Berkeley*
"VK has done the best theoretical and empirical work that I know in
this field. This book will be an ‘eye opener’ for most
companies."
*Philip Kotler, S. C. Johnson*
This is the best book on measuring customer engagement
value, period !
*Jagdish N. Sheth, Charles H. Kellstadt*
" With Profitable Customer Engagement, VK has presented an
invaluable construct to the increasingly complicated, but
never more important role of CRM to organizations of all
stripes."
*Alan Beychok*
"Whether you are building a brand, maintaining your brand, or
managing for profitability, this book provides you with the
tools that you need."
*John R. Hauser*
"This book is destined to be a classic from a real Legend in
Marketing!!! It is a MUST READ for managers in ALL for-profit
industries."
*Timothy Keiningham*
The book brings out in a clear and concrete fashion the various
ways by which a company can identify profitable customers; and even
more important, it explicates in detail how to retain such
customers...the remarkable feature of this book is the vast extent
of research study that the author has undertaken.
*The Hindu*
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