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Profitable Customer Engagement

by V. Kumar

2020-12-29 11:33:32

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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 ... Read more
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. Less

Book Details

Publication date October 30, 2013
Languageeng
ISBN9788132117810
autor-image
V. Kumar
Author
Dr. V. Kumar, Center for Excellence in Brand and Customer Management (CEBCM), and Director of the PhD Program in Marketing, J. Mack Robinson College of Business, Georgia State University, Atlanta, USA...

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