Search results for ""Author V. Kumar""

Global Marketing Research is a comprehensive text that tracks the dynamic world of global marketing and undertakes a systematic approach in discussing the steps involved in the process of conducting marketing research. This text has been developed by the author from over two decades of experience in conducting marketing research and observing the behavior of customers in more than 30 countries. It discusses recent developments in the scope and extent of the subject and examines advances in quantitative and qualitative research techniques from a global perspective. Key Features • Overview of marketing research processes including introduction of key concepts, exploring relevant issues, and highlighting major challenges to understand and coordinate the entire process • Focus on the important phases of marketing research such as understanding its nature and scope, data collection, questionnaire designing, sampling, and analysis and presentation of results • Numerous country-specific examples and cases from the global perspective giving detailed insight into the developments around the world • Dedicated and up-to-date inclusion of a section on the aspects of marketing research in major geographical areas • Chapter-end review exercises and case-based questions for critical and in-depth understanding

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This book presents an extensive discussion of the strategic and tactical aspects of customer relationship management as we know it today. It helps readers obtain a comprehensive grasp of CRM strategy, concepts and tools and provides all the necessary steps in managing profitable customer relationships. Throughout, the book stresses a clear understanding of economic customer value as the guiding concept for marketing decisions. Exhaustive case studies, mini cases and real-world illustrations under the title “CRM at Work” all ensure that the material is both highly accessible and applicable, and help to address key managerial issues, stimulate thinking, and encourage problem solving. The book is a comprehensive and up-to-date learning companion for advanced undergraduate students, master's degree students, and executives who want a detailed and conceptually sound insight into the field of CRM. The new edition provides an updated perspective on the latest research results and incorporates the impact of the digital transformation on the CRM domain.

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This comprehensive Handbook makes the persuasive case that maximizing customer equity is a strategic imperative. This beautifully curated assembly of the best thinkers on this topic will give the reader a deeper understanding of the key elements of customer equity and valuable guidance on how to overcome the implementation challenges. Everything you need to know about customer equity is right here in one place.'- George Day, University of Pennsylvania, US'An exceptionally comprehensive and superbly scholarly volume on the emerging research on customer equity. It is a rare collection of world class scholars who have contributed to this' Handbook.'- Jagdish N. Sheth, Emory University, USCustomer equity has emerged as the most important metric to manage firm performance and value. The Handbook of Research on Customer Equity in Marketing explores the tactical and strategic issues related to understanding, measuring, managing and implementing this tool.Customer equity is the total combined customer lifetime values of all of a company's customers and includes Value Equity, Brand Equity and Relationship Equity. It determines the true value of a company in that it considers the future revenue of the customer base relative to other companies. Through a combination of perspectives, this Handbook analyzes the topic and considers risk alongside strategy and offers state-of-the-art research on the field. Covering all bases, it begins with exploring the evolution of customer equity and concludes with implications of customer equity implication for the future.Drawing upon the wisdom of a global pool of leading scholars, this Handbook serves as a comprehensive and authoritative guide on customer equity for marketing scholars, practitioners, and students.Contributors: L. Aksoy, E.T.Anderson, R.N. Bolton, A. Christodoulopoulou, Y. Dong, M. Eisenbeiss, P.S. Fader, M. Haenlein, D.M. Hanssens, B.G.S. Hardie, T.L. Keiningham, J. Kim, T.J. Kim, G. Knox, Y.A.Komarova, M. Krafft, N. Krishnamoorthy, V. Kumar, S. Lee, D.R. Lehmann, R.P. Leone, M. Lewis, A. Luo, M. Nejad, S.A. Neslin, A. Pansari, K. Peters, J.A. Petersen, G. Ramani, W. Reinartz, R.T. Rust, D.E. Sexton, D.E. Shah, G. Shukla, B. Skiera, R. Srinivasan, S. Srinivasan, C.O. Tarasi, R. Venkatesan, P.C. Verhoef , J. Villanueva, T. Wiesel, S. Yoo

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Statistical Methods in Customer Relationship Management focuses on the quantitative and modeling aspects of customer management strategies that lead to future firm profitability, with emphasis on developing an understanding of Customer Relationship Management (CRM) models as the guiding concept for profitable customer management. To understand and explore the functioning of CRM models, this book traces the management strategies throughout a customer’s tenure with a firm. Furthermore, the book explores in detail CRM models for customer acquisition, customer retention, customer acquisition and retention, customer churn, and customer win back. Statistical Methods in Customer Relationship Management: Provides an overview of a CRM system, introducing key concepts and metrics needed to understand and implement these models. Focuses on five CRM models: customer acquisition, customer retention, customer churn, and customer win back with supporting case studies. Explores each model in detail, from investigating the need for CRM models to looking at the future of the models. Presents models and concepts that span across the introductory, advanced, and specialist levels. Academics and practitioners involved in the area of CRM as well as instructors of applied statistics and quantitative marketing courses will benefit from this book.

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Marketing Research, 13th Edition presents a clear and comprehensive introduction to the field, with a strong focus on methodologies and the role of market research in strategic decision making. Employing a unique macro-micro-macro approach, the text begins with a broad overview of market research and its place within—and value to—an organization, before zooming in to detail the granular view of the research process. Step-by-step explanations cover the latest methodologies and current practices, highlighting advanced techniques as well as their limitations and potential benefits, followed by a high-level discussion of research applications. An emphasis on real-world processes is underscored by end-of-chapter cases, allowing students to apply what they’ve learned in the context of real-life examples covering a broad range of products and organizations. This practical approach promotes engagement while building essential critical analysis, interpretation, and decision-making skills, preparing students to recognize potential research applications, alternatives where they exist, and the quality of research at hand. By pulling together market intelligence, strategy, theory, and application, this text helps students build a deep understanding while retaining the big picture perspective.

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This latest volume of Review of Marketing Research, Marketing Accountability for Marketing and Non-Marketing Outcomes is divided in three parts: (1) measures of firm performance, (2) measures of social interaction, and (3) measures related to broader societal outcomes such as sustainability and quality of life. Measures of firm performance covered include the marketing implications of financial accounting, customer feedback metrics, drivers of brand equity, brand failure, market orientation capabilities, and multichannel attributions. Measures of social interaction encompass environmental and social performance, social networks, and attitudinal word-of-mouth drivers. The final chapter is devoted to measures related to societal outcomes and focuses on attractiveness of inner city for society. Each chapter presents thought-provoking discussions and new insights which will be relevant to researchers, professionals and students of marketing, branding and consumer behaviour

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This book brings together technical expertise, best practices, case studies and ground-level application of the ideas for empowering the rural population of the world to live economically prosperous, environmentally sustainable, and socially progressive lives, on par or comparable with the quality of life enjoyed by the global urban population. The idea of Smart Villages takes on greater urgency in light of the investments made in this millennium on “Smart Cities”, taking advantage of the technological advances, particularly in digital connectivity. These investments have and will continue to expand the urban-rural divide, unless similar investments are made in the villages as well. The book provides a much-needed guide for a holistic development of a Smart Village, by defining the need, developing the framework, and describing the delivery, complete with successful case studies. Contributors to the book, from Canada, USA, Africa and India bring years of academic, industry and governmental experience, including organization of several Smart Village conferences. The knowledge base in the book will be of great value to anyone interested in or active in rural planning, including governmental and non-governmental organizations, industrial solution providers, public healthcare professionals, public policy professionals and students, as well as rural communities around the world. Consolidates all the aspects of creating/developing a Smart Village; Delivers an effective tool-kit for practitioners in the area of Smart Villages; Provides a policy-based framework for the development of an ideal Smart Village; Illustrates, through case studies, the fulfillment of key requirements of a Smart Village; Brings together experts from around the world to share their vision of a Smart Village; Highlights the importance of balancing development with social/gender equity and cultural traditions.

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