Valuing customer engagement: strategies to measure and maximize profitability

By:

Kumar, V

Material type: Text

TextSeries: Palgrave Executive EssentialsPublication details: Palgrave Macmillan Cham 2024Description: xxviii, 280 pISBN:

9783031432989

Subject(s):

Customer relations

DDC classification:

658.87 KUM

Summary: In recent years, the concept of customer engagement has evolved as a powerful tool in the managerial toolkit of firms to incorporate a profitable approach to customer management. There is a pressing need for an authoritative book that communicates the fundamentals of profitable customer engagement by proposing a customer engagement value framework. This book, Valuing Customer Engagement, is first of its kind on customer engagement that outlines the theory and methods of engaging customers profitably in business-to-consumer and business-to-business settings. 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. (https://link.springer.com/book/10.1007/978-3-031-43296-5)

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.87 KUM (Browse shelf(Opens below))	1	Available		007345

Browsing Indian Institute of Management LRC shelves, Shelving location: General Stacks, Collection: Marketing Close shelf browser (Hides shelf browser)

Previous								Next
Previous	658.87 JUD Retail innovation reframed:	658.87 KOT Redefining retail: 10 guiding principles for a post-digital world	658.87 KRO Shopping centre marketing: value creation and customer engagement	658.87 KUM Valuing customer engagement: strategies to measure and maximize profitability	658.87 LEV Retailing management	658.87 LEV Retailing management	658.87 MER Marketing strategy: the challenge of the external environment	Next

Table of content:
Front Matter
Pages i-xxviii
Download chapter PDF
Overview of Customer Engagement
V. Kumar
Pages 1-13
Customer Valuation Theory
V. Kumar
Pages 15-35
Customer Engagement Value
V. Kumar
Pages 37-59
Brand: “What Do You Think of Me?”
V. Kumar
Pages 61-75
How Much Are Your Customers Worth?
V. Kumar
Pages 77-115
When Brand Value Meets Customer Value
V. Kumar
Pages 117-131
What’s the Word Out There?
V. Kumar
Pages 133-178
Hey, Have You Heard About This?
V. Kumar
Pages 179-219
We Need Your Help!
V. Kumar
Pages 221-243
Engaging with Customers in a Multi-dimensional World
V. Kumar
Pages 245-273
Back Matter
Pages 275-280

[https://link.springer.com/book/10.1007/978-3-031-43296-5]

In recent years, the concept of customer engagement has evolved as a powerful tool in the managerial toolkit of firms to incorporate a profitable approach to customer management. There is a pressing need for an authoritative book that communicates the fundamentals of profitable customer engagement by proposing a customer engagement value framework. This book, Valuing Customer Engagement, is first of its kind on customer engagement that outlines the theory and methods of engaging customers profitably in business-to-consumer and business-to-business settings.

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.

(https://link.springer.com/book/10.1007/978-3-031-43296-5)

There are no comments on this title.

to post a comment.