ISBN 9788132113409,Services Marketing and Management

Services Marketing and Management


V Kumar



SAGE Publications Ltd

Publication Year 2013

ISBN 9788132113409

ISBN-10 8132113403

Hard Back

Number of Pages 340 Pages
Language (English)


Profitable Customer Engagement details on the concept called Customer Engagement Value (CEV) framework. Some of the concepts that are covered in this context are 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, and Managing Customers in a Multi-dimensional World. The Foreword has been written by two leaders, one a thought leader David J. Reibstein and another a business leader J. Patrick Bewley. About V. Kumar Dr. V. Kumar is an esteemed academician. He is the Director of the Ph. D. Programme in Marketing at the J. Mack Robinson College of Business of the Georgia State University. He is the recipient of several awards for his research and scholarly works. He has been referred to as a legend in marketing. Some of the books authored by him are Statistical Methods in Customer Relationship Management, Marketing Research, Managing Customers for Profit: Strategies to Increase Profits and Build Loyalty, Customer Relationship Management: A Database Approach and Legends in Marketing.