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Profitable Customer Engagement
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Profitable Customer Engagement
Concept, Metrics and Strategies

First Edition
  • V. Kumar - Regents’ Professor, Georgia State University, Atlanta, USA
January 2019 | 340 pages | SAGE Publications Pvt. Ltd
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The concept of customer engagement has evolved as a powerful tool for building a profitable approach to customer management. Profitable Customer Engagement is an authoritative book that communicates the fundamentals of profitable customer engagement by proposing a customer engagement value (CEV) framework. It is a first-of-its-kind book that outlines the methods of engaging customers profitably in business-to-consumer as well as business-to-business settings. The book offers firms with definitions of the metrics within the CEV framework, and the ways to measure and maximize these metrics that can help in engaging customers profitably. The interrelationships between these metrics, i.e., how each metric impacts the other, are also explained in detail with real-life examples.

 
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
“A must read for executives facing dynamic marketplaces, fast-moving competitors, and the realities of digital communications and communities.”
Dave Aaker
Vice-Chairman of Prophet Brand Strategy
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
Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University
This is the best book on measuring customer engagement value, period !
Jagdish N. Sheth, Charles H. Kellstadt
Professor of Marketing, Goizueta Business School, Emory University
“ 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
CEO, Benchmark Brands/FootSmart, USA
“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
Kirin Professor of Marketing, MIT Sloan School of Management
“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
Global Chief Strategy Officer and Executive Vice President of Ipsos Loyalty

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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ISBN: 9788132113409
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