Similar Search Results - EconBiz

How to design an AI marketing strategy : what the technology can do today : and what’s next

Davenport, Thomas H.; Guha, Abhijit; Grewal, Dhruv - In: Harvard business review : HBR 99 (2021) 4, pp. 42-47

Persistent link: https://www.econbiz.de/10012627556

TOOL KIT - Knowing What to Sell, When, and to Whom - It's always been hard to work out what customers do and don't want, let alone when they do or don't want it. That's why marketers resort to offering them everything all the time. A new predictive technique makes it feasible for companies to avoid this trap.

Kumar, V.; Venkatesan, Rajkumar; Reinartz, Werner - In: Harvard business review : HBR (2006), pp. 131-141

Persistent link: https://www.econbiz.de/10005917817

THE CUSTOMER - Getting the Most out of All Your Customers - Loyal customers don't produce stable, healthy growth. Profitable ones do. A new analytical tool can tell you how many marketing dollars you really need to spend (and just what to spend them on) to find those customers -- All of them.

Thomas, Jacquelyn S.; Reinartz, Werner; Kumar, V. - In: Harvard business review : HBR (2004), pp. 116-123

Persistent link: https://www.econbiz.de/10005926377

The Mismanagement of Customer Loyalty - Who wouldn't want loyal customers? Don't they bring in all the profits? New research says no. Not all loyal customers are profitable, and many disloyal ones are highly valuable. A new approach to customer segmentation can tell you which customers are worth courting and how to make the most money serving them.

Reinartz, Werner; Kumar, V. - In: Harvard business review : HBR (2002), pp. 86-95

Persistent link: https://www.econbiz.de/10005940217

TOOL KIT - How Valuable Is Word of Mouth? Your most profitable customers are probably not the ones who buy the most -- They're the ones who do the best job of referring your firm to others. Use this tool to distinguish the two groups -- And raise the lifetime value of both.

Kumar, V.; Petersen, J.Andrew; Leone, Robert P. - In: Harvard business review : HBR (2007), pp. 139-154

Persistent link: https://www.econbiz.de/10007872276

Who’s your most valuable salesperson?

Kumar, V.; Sunder, Sarang; Leone, Robert P. - In: Harvard business review : HBR 93 (2015) 4, pp. 62-68

Persistent link: https://www.econbiz.de/10010514587

How valuable is word of mouth? : identify the customers who bring in the most referrals ; then capitalize on that knowledge

Kumar, V.; Petersen, J. Andrew; Leone, Robert P. - In: Harvard business review : HBR 85 (2007) 10, pp. 139-146

Persistent link: https://www.econbiz.de/10003550617

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