Books by Dr.V.Kumar

Marketing Research, 10th Edition

This edition, while building on the online marketing research content, tracks recent developments in the area of relationship marketing. Specific importance has been given to the concepts of Customer Lifetime Value, Mobile Marketing, Social Marketing and Experiential Marketing. Together, these address the advancement of marketing research to the forefront of business strategies that involve the increased effort to win customers' share of purchases.

Customer Lifetime Value

This book reviews the CLV metric in particular. Approaches to computing CLV and the concept of customer equity are discussed in detail. Specifically, this monograph provides the methods of measuring CLV, the strategies for developing customer-centric strategies, the implementation of CLV strategies in a B2B and B2C setting, and the challenges faced by an organization in implementing a CLV-based framework.

Managing Customers for Profit

This book explains the use of 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.

Marketing Research, 9e

In a world exploding with marketing data, there's no text that keeps pace with the latest tools, applications, and developments in marketing research. This book shows the future managers and researchers when marketing can and should be used, what research, and how to interpret and apply the results.

Customer Relationship Management: A Databased Approach

This book offers the promise of maximized profits for today's highly competitive businesses. The innovative concepts described provide readers with the tools and techniques to effectively use CRM. It emphasizes the utilization of database marketing in order to build strong and profitable customer relationships.

Marketing Research, 8e

The 8th edition of Marketing Research provides an application oriented approach to marketing and marketing research by outlining when what type of marketing research should be used, why and how. This book acts as a guide for future managers and researchers by providing an in depth coverage of the field with practical guide points.

Essentials of Marketing Research, 2e

This book contains detailed discussions of the process of marketing, with numerous examples from the industry. By discussing international marketing research, this book expands the readers' ability to deal with issues that are not encountered in the domestic country research. Further the books acts as a reference on how to apply marketing research in various marketing applications.

Marketing Research, 7e

This book condenses the approach marketers should take towards marketing research by identifying when marketing can and should be used, what research, and how to interpret and apply the results.

International Marketing Research

This practical, detailed and well-documented guide takes students through all phases of developing and conducting international marketing research- from analyzing the nature and scope of the research, to the preliminary stages, gathering data, designing the questionnaires, sampling, analyzing the data, and more - plus includes numerous country specific examples and provides valuable training in using the Internet for research purposes.

Essentials of Marketing Research, 1e

This book contains detailed discussions of the process of marketing, with numerous examples from the industry. By discussing international marketing research, this book expands the readers' ability to deal with issues that are not encountered in the domestic country research. Further the books acts as a reference on how to apply marketing research in various marketing applications.

Marketing Research, 6e

This book condenses the approach marketers should take towards marketing research by identifying when marketing can and should be used, what research, and how to interpret and apply the results.