V. Kumar

This practical, detailed, and well-documented textbook will guide students, academicians, and market researchers through all phases of developing and conducting marketing research at local and global levels. Marketing Research: A Global Outlook is a comprehensive text that tracks the dynamic world of global marketing and undertakes a systematic approach in discussing the steps involved in the process of conducting marketing research. This text has been developed by the author from over two decades of experience in conducting marketing research and observing the behavior of customers in more than 30 countries. It discusses recent developments in the scope and extent of the subject and examines advances in quantitative and qualitative research techniques from a global perspective. Key Features: - Overview of marketing research processes including introduction of key concepts, exploring relevant issues, and highlighting major challenges to understand and coordinate the entire process. - Focus on the important phases of marketing research such as understanding its nature and scope, data collection, questionnaire designing, sampling, and analysis and presentation of results. - Numerous country-specific examples and cases from the global perspective giving detailed insight into the developments around the world. - Dedicated and up-to-date inclusion of a section on the aspects of marketing research in major geographical areas. - Chapter-end review exercises and case-based questions for critical and in-depth understanding.

A Global Outlook

Marketing Research

There is a growing awareness and interest for planting of trees on forest and non-forest lands. In order to increase the tree cover area, the tree planting activity is gaining momentum. This book will be very useful and indispensable for the foresters, students and scholars of forestry, NGOs, contains many illustrations, tables, graphs, sketches, etc.

Nursery and Plantation Practices in Forestry

Over the last few decades new data on the distribution, pathogenicity, diagnosis, treatment and control of trematode infections and diseases in man and animals, including zoonotic trematodiasis, have emerged from various geographical regions. These new data are compiled in this book together with existing information to fulfil the present need. Seven major trematode-induced disease groups, namely, schistosomiasis, paragonimiasis, fascioliasis and fasciolopsiasis, dicrocoeliasis and eurytremiasis, clonorchiasis and opisthorchiasis, paramphistomiasis, and diseases due to intestinal trematode infections are dealt with in this book. These diseases still rank as a major cause of morbidity and mortality - both in man and in livestock - mainly in the tropics, and contribute to the socio-economic problems. Many of these diseases are also zoonoses, some major and others potential. The intended readership of this treatise include postgraduate students of medical and veterinary parasitology, research workers as well as medical practitioners, veterinarians, tropical diseases specialists, veterinary public health specialists and teachers concerned with trematode infections and trematodiasis of man and animals.

Trematode Infections and Diseases of Man and Animals

George S. Day

David A. Aaker

This new edition brings to the forefront the relevance of marketing intelligence and the power of the Internet in marketing research applications. The book focuses on the recent trends in marketing intelligence and explains how its various functions are linked to each other in a way that ensures efficient management of the customer-firm relationship. Readers will then learn how to apply the research to business strategies in order to win the customers' share of purchases.· The Nature and Scope of Marketing Research· Data Collection· Data Analysis· Special Topics in Data Analysis· Applications of Marketing Intelligence

Marketing Research, 9Th Ed

Readers of this te×t are presented with an overview of the major steps in the marketing research process. The book details the importance of marketing research and the role it plays in the organization and how it helps with managerial decision making.

Essentials of Marketing Research

Essentials of Marketing Research, 2nd Edition with SPSS 13.0 Set

David W. Stewart

Meredith Lawley

Marketing Research: The Second Pacific Rim edition reflectscontemporary developments and examples in Marketing Research. Thetext maintains the strengths of the original Aaker, Kumar and Daytext, and is presented in an engaging and accessible style. Avisual map evolves throughout the text, guiding students throughthe entire marketing research process step by step. The text retains a clear focus on marketing research as a toolfor helping organisations achieve their goals, and uses themacro-micro approach of reviewing the entire research processbefore considering each component part in detail. The focus is onunderstanding and conducting market research as the basis formaking sound business decisions.

The Second Pacific Rim Edition

Transform a world of marketing data into strategic advantage In a world exploding with marketing data, there's one text that keeps pace with the latest tools, applications, and developments in marketing research. Now in its Seventh Edition, Aaker, Kumar, and Day's Marketing Research shows future managers and researchers when marketing research can and should be used, what research alternatives exist, how to recognize effective and ineffective research, and how to interpret and apply the results. The authors take readers step by step through the entire marketing research process, describing the most advanced and current methodologies. Reflecting emerging trends and changes in the marketplace, this new edition has been completely revised, updated, and enhanced. New features include: * Relevant and recent examples and citations * Expanded coverage of e-commerce and database marketing * New cases and problems, covering a wide range of products and organizations * Marketing Research in Business sections in each chapter that focus on the real-world applications of marketing research * Firm-specific and data-specific URLs connecting to the most recent information * New coverage of the use of SPSS(r) in illustrating the data analysis Now available with SPSS(r) software. This Seventh Edition can be packaged with SPSS(r) Student Version 9.0 (Set ISBN: 0-471-39564-1).

“This is a milestone book in marketing. Most companies claim they are focused on customers, but even those who are, probably do not take a scientific approach to customer management. Professor V. Kumar is the acknowledged expert on the science of customer management. This important book raises all the key questions in managing customers, provides the analytical tools for optimization, and illustrates these tools with a number of company examples.” —Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University “Delivering lasting client value is at the heart of profitable businesses today. Managing Customers for Profit provides a compelling, empirically-tested approach to significantly enhance traditional customer relationship management initiatives. I highly recommend this book to all those interested in cultivating lasting profitable growth relationships with current and future clients.” —Tim Bohling, Vice President, Market Intelligence, IBM Americas “Executives are too often guided by backward-looking, short-term metrics. This book shows how a focus on Customer Lifetime Value (CLV) can change management toward long-term results by providing a fresh perspective on customer targeting, retention, and loyalty. Highly recommended—it shows you the way toward strategic customer thinking.” —Dave Aaker, Vice-Chairman, Prophet, Author of Brand Portfolio Strategy This book shows you how. Leading marketing expert V. Kumar shows how to use Customer Lifetime Value (CLV) to target customers with higher profit potential…manage and reward existing customers based on their profitability…and invest in high-profit customers to prevent attrition and ensure future profitability. Kumar introduces customer-centric approaches to allocating marketing resources for maximum effectiveness…pitching the right products to the right customers at the right time…determining when a customer is likely to leave, and whether to intervene…managing multichannel shopping… even calculating a customer’s referral value. Drawing on his extensive experience consulting with world-class marketing organizations, Kumar illuminates the challenges of transitioning from a product-centric to a customer-centric approach and presents proven solutions. Simply put, this book’s techniques offer marketing executives a complete framework for linking their investments to business value—and maximizing the lifetime value of every single customer. Foreword xiii Preface xv Acknowledgments xviii About the Author xix Chapter 1: Introduction 1 Chapter 2: Maximizing Profitability 11 Chapter 3: Customer Selection Metrics 29 Chapter 4: Managing Customer Profitability 59 Chapter 5: Maximizing Customer Profitability 75 Chapter 6: Managing Loyalty and Profitability Simultaneously 93 Chapter 7: Optimal Allocation of Resources across Marketing and Communication Strategies 113 Chapter 8: Pitching the Right Product to the Right Customer at the Right Time 127 Chapter 9: Preventing Attrition of Customers 143 Chapter 10: Managing Multichannel Shoppers 163 Chapter 11: Linking Investments in Branding to Customer Profitability 187 Chapter 12: Acquiring Profitable Customers 205 Chapter 13: Managing Customer Referral Behavior 223 Chapter 14: Organizational and Implementation Challenges 249 Chapter 15: The Future of Customer Management 267 Index 283

Strategies to Increase Profits and Build Loyalty

Managing Customers for Profit

Do you have specific tactics to survive this era of digital transformation? How can a firm extract powerful insights from responding to and implementing new-age technologies? Some companies adapt. Others miss the boat. Knowledge of what technology to employ, how to employ it, when and why it should be employed is a must in this era. Intelligent Marketing emphasizes organizing resources, developing capabilities and designing strategies for deploying new-age technologies to ensure a healthy financial outcome for all the key stakeholders, and a better quality of life for the society and community.

Employing New-Age Technologies

Intelligent Marketing

Aaker

Revised edition of Marketing research, [2016]

Review of Marketing Research pushes the boundaries of marketing—broadening the marketing concept to make the world a better place.

Marketing Accountability for Marketing and Non-Marketing Outcomes

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.

Concept, Metrics and Strategies

Profitable Customer Engagement

R.L. Grossman

C. Kamath

P. Kegelmeyer

R. Namburu

Advances in technology are making massive data sets common in many scientific disciplines, such as astronomy, medical imaging, bio-informatics, combinatorial chemistry, remote sensing, and physics. To find useful information in these data sets, scientists and engineers are turning to data mining techniques. This book is a collection of papers based on the first two in a series of workshops on mining scientific datasets. It illustrates the diversity of problems and application areas that can benefit from data mining, as well as the issues and challenges that differentiate scientific data mining from its commercial counterpart. While the focus of the book is on mining scientific data, the work is of broader interest as many of the techniques can be applied equally well to data arising in business and web applications. Audience: This work would be an excellent text for students and researchers who are familiar with the basic principles of data mining and want to learn more about the application of data mining to their problem in science or engineering.

Data Mining for Scientific and Engineering Applications

Robert W. Palmatier

Colleen M. Harmeling

This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing strategies. Responding to the rapidly changing business landscape where consumers are more connected, accessible, and informed than ever before, many firms are investing in customer engagement marketing. The book will appeal to academics, practitioners, consultants, and managers looking to improve customer engagement.

Customer Engagement Marketing

Werner Reinartz

Customer relationship management (CRM) as a strategy and as a technology has gone through an amazing evolutionary journey. The initial technological approach was followed by many disappointing initiatives only to see the maturing of the underlying concepts and applications in recent years. Today, CRM represents a strategy, a set of tactics, and a technology that have become indispensible in the modern economy. This book presents an extensive treatment of the strategic and tactical aspects of customer relationship management as we know it today. It stresses developing an understanding of economic customer value as the guiding concept for marketing decisions. The goal of the book is to serve as a comprehensive and up-to-date learning companion for advanced undergraduate students, master's degree students, and executives who want a detailed and conceptually sound insight into the field of CRM.

Concept, Strategy, and Tools

Customer Relationship Management

This book presents an extensive discussion of the strategic and tactical aspects of customer relationship management as we know it today. It helps readers obtain a comprehensive grasp of CRM strategy, concepts and tools and provides all the necessary steps in managing profitable customer relationships. Throughout, the book stresses a clear understanding of economic customer value as the guiding concept for marketing decisions. Exhaustive case studies, mini cases and real-world illustrations under the title “CRM at Work” all ensure that the material is both highly accessible and applicable, and help to address key managerial issues, stimulate thinking, and encourage problem solving. The book is a comprehensive and up-to-date learning companion for advanced undergraduate students, master's degree students, and executives who want a detailed and conceptually sound insight into the field of CRM. The new edition provides an updated perspective on the latest research results and incorporates the impact of the digital transformation on the CRM domain.

V. Kumar

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