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Profitable Customer Engagement: Concept, Metrics and Strategies

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en Limba Engleză Hardback – 27 Nov 2013
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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Paperback (1) 17015 lei  Economic 15-21 zile
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ISBN-13: 9788132113409
ISBN-10: 8132113403
Pagini: 340
Dimensiuni: 159 x 241 x 30 mm
Greutate: 0.73 kg
Ediția: First Edition
Editura: SAGE Publications
Colecția Sage Publications Pvt. Ltd
Locul publicării: New Delhi, India


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.


List of Illustrations
List of Abbreviations
Foreword : From a Thought Leader by David J. Reibstein
Foreword : From a Business Leader by J. Patrick Bewley
Introduction to Customer Engagement
Metrics for Engaging Customers
Brand: “Is That What You Think of Me?”
Valuing Customer Contributions: The Future Looks Green!
Linking Brand Value to Customer Value
Customer Referrals
Customer Influence Value: Really! Where Did You Hear That?
Please Help Us Help You …
Managing Customers in a Multi-dimensional World
About the Author