Valuing Customer Engagement: Strategies to Measure and Maximize Profitability
暫譯: 評估客戶參與度：衡量與最大化獲利的策略
Kumar, V.
- 出版商: Palgrave MacMillan
- 出版日期: 2024-02-20
- 售價: $1,450
- 貴賓價: 9.8 折 $1,421
- 語言: 英文
- 頁數: 280
- 裝訂: Quality Paper - also called trade paper
- ISBN: 3031432983
- ISBN-13: 9783031432989
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相關分類:
行銷/網路行銷 Marketing
無法訂購
商品描述
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.
商品描述(中文翻譯)
在近幾年，顧客參與的概念已演變為企業管理工具中的一項強大工具，以便採取有利可圖的顧客管理方法。迫切需要一本權威的書籍，通過提出顧客參與價值框架來傳達有利可圖的顧客參與基本原則。本書《Valuing Customer Engagement》是首本針對顧客參與的書籍，概述了在商業對消費者（B2C）和商業對商業（B2B）環境中，如何以有利可圖的方式吸引顧客的理論和方法。
本書由世界知名學者及思想領袖 V. Kumar 撰寫，這部開創性的著作解釋了 CEV 框架內各項指標的定義，並分析了測量和最大化這些指標的方法，這些方法有助於以有利可圖的方式吸引顧客。Kumar 博士還揭示了這些指標之間的相互關係，即每個指標如何影響其他指標，並提供來自世界各地的範例。
本更新版引入了顧客評價理論，作為量化直接和間接參與價值的一種方式，同時呈現了更新的應用和案例研究。這本指南提供了實際範例，展示了實施這些策略後受益的公司，對於希望最大化公司利潤的商業高管以及希望學習如何吸引顧客並建立忠誠度的學生來說，都是必備之作。
作者簡介
Dr. V. Kumar (VK) is the Professor of Marketing, and the Goodman Academic-Industry Partnership Professor, Goodman School of Business, Brock University, ON, Canada. Prior to joining Brock, VK was the Salvatore Zizza Professor of Marketing, Tobin College of Business at St. John's University, NY. He has held/holds several Distinguished Faculty Positions and Fellowships across universities worldwide. VK has also been honored as a Legend in Marketing through the 10-Volume Legends in Marketing series published by Sage Publications with commentaries from scholars worldwide. Professor Kumar has published over 300 scholarly papers and 30 books, received over 20 Lifetime Achievement Awards, and over 25 Research and Teaching Excellence Awards. Professor Kumar has served as the Editor-in-Chief of the Journal of Marketing (2014-2018) and serves/served as the Department Editor of POM, and as the Consulting Editor of JIBS. Global Fortune 500 firms have implemented many of VK's ideas and models in multiple areas of marketing and operations which have resulted in gains of over multi-billion dollars. (URL: www.drvkumar.com and www.vkclv.com ).
作者簡介(中文翻譯)
V. Kumar 博士 (VK) 是加拿大布洛克大學 (Brock University) 古德曼商學院 (Goodman School of Business) 的行銷學教授及古德曼學術產業合作教授。在加入布洛克大學之前，VK 曾擔任紐約聖約翰大學 (St. John's University) 托賓商學院 (Tobin College of Business) 的薩爾瓦多·齊扎 (Salvatore Zizza) 行銷學教授。他在全球多所大學擔任過多個傑出教職及研究員職位。VK 也因其成就被《行銷傳奇》系列 (Legends in Marketing) 所表彰，該系列由 Sage Publications 出版，並收錄了來自全球學者的評論。Kumar 教授已發表超過 300 篇學術論文和 30 本書籍，獲得超過 20 項終身成就獎及 25 項研究與教學卓越獎。Kumar 教授曾擔任《行銷期刊》(Journal of Marketing) 的主編 (2014-2018)，並擔任《生產與運營管理期刊》(POM) 的部門編輯，以及《國際商業研究期刊》(JIBS) 的顧問編輯。全球財富 500 強企業在行銷和運營的多個領域實施了 VK 的許多想法和模型，這些實施為企業帶來了超過數十億美元的收益。(網址：www.drvkumar.com 和 www.vkclv.com)。
