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Customer Relationship Management : Concept, Strategy, and Tools / / by V. Kumar, Werner Reinartz
Customer Relationship Management : Concept, Strategy, and Tools / / by V. Kumar, Werner Reinartz
Autore Kumar V
Edizione [3rd ed. 2018.]
Pubbl/distr/stampa Berlin, Heidelberg : , : Springer Berlin Heidelberg : , : Imprint : Springer, , 2018
Descrizione fisica 1 online resource (XXV, 411 p. 115 illus. in color.)
Disciplina 658.812
Collana Springer Texts in Business and Economics
Soggetto topico Customer relations—Management
Big data
Leadership
Customer Relationship Management
Big Data/Analytics
Business Strategy/Leadership
ISBN 3-662-55381-3
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto CRM: Conceptual Foundation: Strategic CRM Today -- Concepts of Customer Value -- Strategic CRM: Strategic CRM -- Implementing the CRM Strategy -- Analytical CRM: Customer Analytics Part I -- Customer Analytics Part II -- Data Mining -- Using Databases -- Operational CRM: Software Tools and Dashboards -- Loyalty Programs: Design and Effectiveness -- Campaign Management -- Impact of CRM on Marketing Channels -- CRM Issues in the Business-To-Business Context -- Customer Privacy Concerns and Privacy Protective Responses -- CRM in Social Media -- Advances in CRM Applications: Applications of CRM in B2B and B2C Scenarios Part II -- Future of CRM.
Record Nr. UNINA-9910298202903321
Kumar V  
Berlin, Heidelberg : , : Springer Berlin Heidelberg : , : Imprint : Springer, , 2018
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
International Marketing Research : A Transformative Approach
International Marketing Research : A Transformative Approach
Autore Kumar V
Edizione [1st ed.]
Pubbl/distr/stampa Cham : , : Springer International Publishing AG, , 2024
Descrizione fisica 1 online resource (643 pages)
Disciplina 658.848
ISBN 9783031546501
9783031546495
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto Intro -- Preface -- Acknowledgments -- Objectives -- Organization of the Book -- Part I-Introduction to International Marketing Research Amid New-Age Technologies -- Chapter 1 -- Chapter 2 -- Chapter 3 -- Part II-Designing and Administering the Research Process -- Chapter 4 -- Chapter 5 -- Chapter 6 -- Chapter 7 -- Chapter 8 -- Chapter 9 -- Chapters 10-12 -- Part III-Data Analysis and Reporting the Results -- Chapters 13-15 -- Chapter 16 -- Part IV-Marketing Research Approaches Across the Global Markets -- Chapters 17-21 -- Part V-Future Directions in International Marketing Research -- Chapter 22 -- Contents -- About the Author -- List of Figures -- List of Tables -- Part I Introduction to International Marketing Research Amidst New-Age Technologies -- 1 The Nature and Scope of International Marketing Research -- Introduction -- International Marketing Research: Is It a Valid Concept?10 -- What's Different About International Marketing Research? -- Importance of National Differences -- Culture28 -- Power Distance -- Individualism Versus Collectivism -- Masculinity Versus Femininity -- Uncertainty Avoidance -- Long-Term Orientation -- Culture Classification Model39 -- Alternative Types of International Marketing Research -- Importance of Comparability -- Classification of International Marketing Research -- Single-Country Research -- Multi-Country Research -- Independent Multi-Country Research -- Sequential Multi-Country Research -- Simultaneous Multi-Country Research -- Challenges to Research44 -- Marketing Research in the Twenty-First Century-The Age of Technology! -- Impact of Global Internet Penetration -- The Era of Consumer-Generated Marketing -- Technology for the Developing Economies -- Relevance of the Shift from Traditional to Technology-Based Marketing -- Ethics in Research -- International Marketing Research in Practice -- Summary.
2 Marketing Research in the Global Environment -- Introduction -- Role of Research in International Marketing Strategy Formulation -- Issues Specific to International Marketing Research -- Globalization -- Major Decisions -- Complexity -- Fragmentation -- Speed and Actionability -- Complexity of International Marketing Research -- Heavily Behavioral and Relationship Orientation -- Reflection of the Complexity of the Environment -- Lack of Structure -- Cost -- Equivalence -- Personnel12 -- Information on the International Marketing Research Industry -- The Shift in Ad Spending from Television to Digital: What Does the Future Hold? -- Approaches to International Marketing Research -- Observational Research -- Focus Groups -- Surveys -- Experiments -- Selecting the Research Firm -- Coordinating Pan-Global Research Studies -- International Marketing Research in Practice -- Summary -- 3 International Marketing Research Process -- Introduction -- Research Objective -- Problem or Opportunity Analysis -- Decision Alternatives -- Research Users -- Information Requirement -- Unit of Analysis -- Data Availability -- Research Design -- Issues in Primary Data Collection -- Qualitative Methods -- Surveys and Instrument Design -- Sampling -- Use of New-Age Technologies -- Data Analysis -- Interpretation and Presentation -- Need for International Marketing Research12 -- Growing Market Complexity -- Applied Market Knowledge -- The Blurring of Product Categories -- Coordinated Planning and Research -- Shortened Product Development Cycle -- Focus on Product Features and Benefits -- International Marketing Research in Practice -- Summary -- Part IIDesigning and Administering the Research Process -- 4 Preliminary Stages of the Research Process -- Introduction -- Information Requirements for International Marketing Decisions -- Market Orientation -- Globalization Process5.
Strategic Orientation -- Expansion Strategy21 -- Standardization and Adaptation25 -- EPRG Framework -- Problem Orientation -- Problem Definition-Self-reference Criterion -- Unit of Analysis33 -- International Marketing Research in Practice -- Summary -- 5 Secondary Data -- Introduction -- Sources of Secondary Data -- Internal Sources of Data -- External Sources of Data -- Syndicated Data Sources -- Electronic Point of Sale (EPoS) Scanning -- Uses of Secondary Data -- Estimation of Demand -- Scanning the Competitive Environment -- Segmentation and Targeting -- Developing a Business Intelligence System -- Advantages of Secondary Data -- Disadvantages of Secondary Data -- Problems in Collecting Secondary Data -- Evaluating the Value of Research -- Guidelines for Effective Secondary Online Data Research -- International Marketing Research in Practice -- Summary -- 6 Online Marketing Research -- Introduction -- Current Trends on the Internet -- Secondary Research on the Internet -- Custom Search Services -- Agents17 -- Search Engines -- Competitive Intelligence Analysis -- Industry Analysis -- Buyer Behavior -- New Business-to-Business (B2B) Market -- Primary Research on the Internet -- E-mail Surveys -- Interactive Forms -- Online Panels -- Online Focus Groups -- User-Generated Reviews -- Social Media -- Leveraging Big Data -- International Marketing Research in Practice -- Summary -- 7 Primary Data Research -- Introduction -- Types of Primary Research -- Experimental Design1 -- Pre-experimental Designs -- True Experimental Designs -- Quasi-experimental Designs -- Problems in Experimental Designs4 -- Biases in Experimental Design -- Issues in Primary Data Collection -- EMIC Versus ETIC Dilemma -- Types of Primary Sources -- Interviews -- Focus Groups -- Observational Techniques -- Surveys -- Online International Omnibus Surveys.
Challenges with the Collection of Primary Data -- Methodological Challenges -- Practical Challenges -- Operational Challenges -- Advantages and Disadvantages of Primary Data Collection -- Establishing Equivalence14 -- International Marketing Research in Practice -- Summary -- 8 Qualitative and Observational Research -- Introduction1 -- Need for Qualitative Research -- Types of Qualitative Research5 -- Individual Interviews -- Focus Groups -- Projective Techniques -- Protocol -- Types of Observational Methods -- Direct Observation -- Contrived Observation -- Content Analysis -- Physical Trace Measures -- Humanistic Inquiry -- Behavior Recording Devices -- Advantages and Disadvantages of Qualitative and Observational Methods -- Frequency and Ease of Use -- Cultural Influences -- Biases in Qualitative and Observational Research -- Landmark Developments -- Measuring Minds -- How They Feel -- Brand Clutter -- Understanding the Psychographics -- It's All Semantics -- Zaltman Metaphor Elicitation Technique -- Neuromarketing -- Mobile Phone Tracking -- Facial Recognition -- International Marketing Research in Practice -- Summary -- 9 Survey Research -- Introduction -- Types of Surveys -- Personal Interviews -- Telephone Interviews -- Mail Surveys -- Online Surveys -- Advantages and Disadvantages of Survey Methods -- The Personal Interview -- The Telephone Interview -- The Mail Survey -- Online Surveys27 -- Frequency and Ease of Use -- Requirements -- Applicability -- Cultural Influences -- Problems Specific to Developing Countries30 -- Sources of Bias in Surveys -- New Approaches to Survey Research -- International Marketing Research in Practice -- Summary -- 10 Development of Scales -- Introduction -- Attitudes -- Measurement and Scaling -- Nominal Scale -- Ordinal Scale -- Interval Scale -- Ratio Scale -- Types of Scales -- Single-Item Scales.
Multiple-Item Scales -- Scales in Cross-National Research -- Global or Pan-Cultural Scales7 -- Measurement of Equivalence9 -- Calibration Equivalence -- Translation Equivalence -- Metric Equivalence -- Accuracy of Attitude Measurement -- Validity -- Reliability -- Sensitivity -- Generalizability -- Relevancy -- Psychophysiological Approaches to Scale Development23 -- Eye Movement Analysis -- Electrodermal Analysis -- Pupillary Response -- Facial Muscle Activity -- Cultural Issues -- International Marketing Research in Practice -- Summary -- 11 Questionnaire Design -- Introduction -- Questionnaire Development -- Question Format -- Open- Versus Close-Ended Questions -- Direct versus Indirect Questions -- Verbal versus Nonverbal questions -- Wording and Translation -- Language Considerations -- Cultural Issues -- Construct Equivalence -- Functional Equivalence -- Conceptual Equivalence -- Category Equivalence -- Guidelines for Online Questionnaire Design -- International Marketing Research in Practice -- Summary -- 12 Sampling -- Introduction -- Statistical Basis for Sampling -- The Sampling Process -- Types of Sampling -- Probability Sampling -- Nonprobability Sampling -- Online Sampling -- Advantages and Disadvantages of Sampling Techniques -- Determining the Sample Size -- Rules of Thumb -- Budget Constraints -- Comparable Studies -- Factors Determining Sample Size -- Determining the Population Standard Deviation -- Proportions -- Several Questions -- Cost-Benefit Analysis -- Sampling Equivalence -- Cultural Issues -- Modifications Required for Developing Countries11 -- International Marketing Research in Practice -- Summary -- Part IIIData Analysis and Reporting the Results -- 13 Simple Data Analysis -- Introduction -- Data Preparation1 -- Data Logging -- Data Editing -- Data Coding -- Data Adjustment -- Data Analysis -- Statistical Techniques.
Hypothesis Testing.
Record Nr. UNINA-9910872198703321
Kumar V  
Cham : , : Springer International Publishing AG, , 2024
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Valuing Customer Engagement : Strategies to Measure and Maximize Profitability
Valuing Customer Engagement : Strategies to Measure and Maximize Profitability
Autore Kumar V
Edizione [2nd ed.]
Pubbl/distr/stampa Cham : , : Palgrave Macmillan, , 2024
Descrizione fisica 1 online resource (296 pages)
Disciplina 658.8342
Collana Palgrave Executive Essentials Series
ISBN 3-031-43296-7
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto Intro -- Foreword by David J. Reibstein -- Foreword by J. Patrick Bewley -- Preface -- Acknowledgments -- Praise for Valuing Customer Engagement -- Contents -- List of Figures -- List of Tables -- 1 Overview of Customer Engagement -- Engaging with Your Customers -- Understanding the Need to Value Customer Engagement -- Valuing Customer Engagement-Under the Hood -- Notes and References -- 2 Customer Valuation Theory -- Let's Begin with the Stock Market… -- What Is the Value of My Customers? -- The Customer Valuation Theory -- Valuing Customers as Assets -- Managing Customer Portfolios -- Nurturing Profitable Customers -- How Does the Use of CVT Benefit Businesses? -- Notes and References -- 3 Customer Engagement Value -- A Firm's Approach to Customer Engagement -- Conceptualizing CEV: An Integrated Framework -- Customer Brand Value (CBV) -- Customer Lifetime Value (CLV) -- Customer Referral Value (CRV) -- Business Reference Value (BRV) -- Customer Influence Value (CIV) -- Customer Knowledge Value (CKV) -- How Does It Help Organizations? -- Notes and References -- 4 Brand: "What Do You Think of Me?" -- Connecting Brands with Customers -- Need to Measure Brand Value -- Aggregate Versus Individual Brand Value -- The CBV Framework -- Brand Knowledge -- Brand Attitude -- Brand Behavior Intention -- Brand Behavior -- Predicted Behavior Outcomes -- Measuring CBV -- Maximizing CBV -- Notes and References -- 5 How Much Are Your Customers Worth? -- Introduction: Why Measure Customer Value? -- Traditional Measures of Customer Value: Backward-Looking Metrics -- Recency-Frequency-Monetary (RFM) Value -- Share of Wallet -- Past Customer Value -- Tenure/Duration -- Defining CLV: The Forward-Looking Metric -- Measuring CLV -- How Can CLV Be Computed? -- Drivers of CLV -- Maximizing CLV to Ensure Profitable Customer Engagement -- Customer Selection.
Managing Loyalty and Profitability Simultaneously -- Optimal Allocation of Resources -- Cross-Buying Behavior -- Pitching the Right Product to the Right Customer at the Right Time -- Preventing Customer Attrition -- Product Returns -- Managing Multichannel Shoppers -- Linking Investments in Branding to Customer Profitability -- Acquiring Profitable Customers -- Interaction Orientation -- Viral and Referral Marketing Strategies -- Future of Customer Management -- CLV-Extensions and Applications -- Salesperson Future Value -- Global CLV -- Computing CLV for Consumer Packaged Goods -- Looking Beyond CLV -- Notes and References -- 6 When Brand Value Meets Customer Value -- How to Link the Brand Value to Customer Value -- How the Various Components of CBV Are Linked -- How CBV and CLV Are Linked -- The Role of Brand Communication in Linking Brand and Customer Value -- Strategic Implementation of Managing Brands and Customers -- Telecommunication -- Financial Services -- Retailer -- Brand Awareness and Image -- Brand Trust and Affect -- Brand Purchase Intention -- Brand Loyalty -- Premium Price Behavior -- Brand Advocacy -- Notes and References -- 7 What's the Word Out There? -- Introduction: Valuing the Word that Goes Around -- Conceptual Background -- WOM Marketing -- Customer Referrals and Referral Programs -- The Value of Referred Customers -- Referral Intentions -- Defining CRV -- Measuring CRV -- Calculating CRV-An Example -- Maximizing CRV -- Linking CRV and CLV -- Implementing CRV in Business -- Campaign Preparation -- Campaign Description -- Campaign Results -- Linking CBV and CRV -- The Value of References in the B2B Setting -- Measuring BRV -- Calculating BRV-An Example -- Drivers of BRV -- Drivers of BRV in a Telecommunications Firm and a Financial Services Firm -- Maximizing BRV -- Impact of BRV on CLV -- Impact of BRV on Customer Acquisition.
Linking BRV and CBV -- From Referrals to Influence -- Notes and References -- 8 Hey, Have You Heard About This? -- Introduction: Social Media -- Why Social Media Can Be Powerful -- Successes and Failures in Marketing Through Social Media -- Defining Customer Influence Effect (CIE) and Customer Influence Value (CIV) -- A Seven-Step Framework for Creating Successful Social Media Marketing Campaigns -- Implementation of the Seven-Step Framework -- Implementation of the Seven-Step Process in Hokeypokey -- Measuring CIV: Calculating the Effect and Value of Social Media Influence -- The Campaign Results and Implications -- Computation of CIV -- How Can This Be Computed? -- Implications of CIV for Social Media Marketers -- Encouraging and Maximizing CIV -- Launching Social Coupons -- Avoiding the Pitfalls in Social Coupon Launches -- What Should the Firm Do to Improve Profits? -- Redesigning the Social Coupon Strategy -- Interrelationships -- CIV, CRV, and CLV -- The Relationship Between CLV and CIV -- The Relationship Between CIV and CBV -- The Relationship Between CRV and CIV -- Social Media Marketing (SMM): Version 2.0 -- Regulated Social Media Marketing -- A Sample Framework for Implementation -- The Dark Side of Social Media Marketing -- Notes and References -- 9 We Need Your Help! -- Introduction: The Value of Customer Knowledge -- Defining Customer Knowledge Value (CKV) -- Measuring CKV -- CKV Measurement Strategy -- Customer Feedback Channel Identification -- Data Collection -- Rating Normalization -- Data Analysis: Feedback Response Strategy -- Feedback Response Strategy Design and Implementation -- Impact of Social Media in CKV -- Encouraging and Maximizing CKV -- Applying CKV in Business -- Interrelationships -- Linking CKV and CLV -- Linking CKV and CBV -- Linking CKV and CIV -- Linking CKV and CRV -- Linking CKV and BRV -- Notes and References.
10 Engaging with Customers in a Multi-dimensional World -- Managing the CEV Framework -- Customer Brand Value -- Customer Lifetime Value -- Customer Referral Value/Business Reference Value -- Customer Influence Value -- Customer Knowledge Value -- A Note on Managing the Framework -- Organizational Challenges -- Loyalty -- Customer Feedback -- Data Availability -- Data Management -- Data Integrity -- Data Accessibility -- Data Security -- Disaster Recovery -- Change Management -- Recent Developments in Valuing Customer Engagement -- On the Theory Behind Customer Engagement -- On Customer Engagement in a Service Setting -- On Customer Engagement in a Global Context -- On Establishing Employee Engagement -- Conclusion -- Notes and References -- Index.
Record Nr. UNINA-9910838277103321
Kumar V  
Cham : , : Palgrave Macmillan, , 2024
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui