References

1. Kumar, V. (2008) Managing Customers for Profit: Strategies to Increase Profits and Build Loyalty, Prentice Hall, Upper Saddle River, NJ.

2. Ahuja, V. and Medury, Y. (2010) Corporate blogs as e-CRM tools – building consumer engagement through content management. Journal of Database Marketing & Customer Strategy Management, 17(2), 91–105.

3. Kumar, V., Bhaskaran, V., Mirchandani, R., and Shah, M. (forthcoming) Creating a measurable social media marketing strategy for hokey pokey: increasing the value and ROI of intangibles and tangibles. Marketing Science.

4. Kumar, V. and Rajan, B. (2011) Social coupons as a marketing strategy: a multifaceted perspective. Journal of the Academy of Marketing Science, 40(1), 120–136.

5. Aaker, D., Kumar, V., Day, G., and Leone, R.P. (2010) Marketing Research, John Wiley & Sons, Inc., Hoboken, NJ.

6. Sultan, F. and Rohm, A. (2005) The coming era of brand-in-the-hand marketing. Sloan Management Review, 47(Fall), 83–90.

7. Chen, Y., Narasimhan, C., and Zhang, J. (2001) Individual marketing with imperfect targetability. Marketing Science, 20(1), 23–24.

8. Arora, N., Dreze, X., Ghose, A. et al. (2008) Putting one-to-one marketing to work: personalization, customization, and choice. Marketing Letters, 19, 305–321.

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