Profitable Customer Engagement: Concept, Metrics and Strategies

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9788132113409: Profitable Customer Engagement: Concept, Metrics and Strategies

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.

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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 

Review:

A must read for executives facing dynamic marketplaces, fast-moving competitors, and the realities of digital communications and communities. (Dave Aaker 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) --Various

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) --Various

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) --Various

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