KS―3771 / November 2012 ご注文承り中!! 【経営学、マーケティング・広告】 「マーケティングの伝説的人物」叢書 第 6 回配本 顧客ロイヤルティと顧客生涯価値のパイオニアとして著名な V.クマーの論文と研究 J.N.シース編 マーケティングの伝説的人物－V.クマー 全 10 巻 Legends in Marketing: V. Kumar. 10 vols. Sheth, Jagdish N. (ed.), Legends in Marketing: V. Kumar. 10 vols. (Legends in Marketing) 3028 pp. 2012:12 (Sage, II) <100-3432> ISBN 978-81-321-0903-7 hard set 「マーケティングの伝説的人物」叢書は、20 世紀の偉大なマーケティング思想家を取 り上げ、その人物の論文をテーマ別に編纂しています。この叢書の革新的特徴はインタビ ューの部分にあります。そこで各巻の編集者は、当該の思想家に彼の研究とその専門分野 の将来について質問を投げかけています。さらに各分野の専門研究者が各巻の収録論文を 批判的に考察しています。 第 6 回配本は V.クマーです。クマーは、マーケティング戦略、組織間問題、小売、B2B マーケティング、アメリカ・マーケティング協会(AMA)を含む多様な専門組織によるマー ケティング調査などの業績により、これまで 7 つの功労賞を受賞しました。本論文集は、 第 1 巻「小売：市場と企業のレベル」、第 2 巻「小売：ストアと顧客のレベル」 、第 3 巻「国 際マーケティング」 、第 4 巻「マーケティングにおける予測」 、第 5 巻「マーケティング調 査：応用」 、第 6 巻「マーケティング調査：新しい方法論」、第 7 巻「マーケティング戦略： 企業」 、第 8 巻「マーケティング戦略：顧客」 、第 9 巻「B2B」 、第 10 巻「顧客関係管理」 により構成されています。 ＜収録論文明細＞ VOLUME 1: Retailing: Market and Firm Level Volume Introduction: Retailing: Market and Firm Level-An Introduction to V. Kumar's Contributions to Retailing (Firm and Market Level) Customer Experience Management in Retailing: An Organizing Framework Choosing the Right Metrics to Maximize Profitability and Shareholder Value The Different Faces of Coupon Elasticity Building and Sustaining Profitable Customer Loyalty for the 21st Century Price Discounts or Coupon Promotions: Does It Matter? Pushing and Pulling on the Internet Store-, Market-, and Consumer-Characteristics: The Drivers of Store Performance Explaining Variations in the Advertising & Promotional Costs/Sales Ratio: A Reanalysis Explaining Variations in the Advertising & Promotional Costs/Sales Ratio: A Response, Research Criteria, and Guidelines An Empirical Assessment of Merger and Acquisition Activity in Retailing Analyzing Variations in Advertising and Promotional Expenditures: Key Correlates in Consumer, Industrial, and Service Markets Perspectives of Other Scholars VK's Works Stand as Himalayan Peaks VK and His Work Have a Profound Influence Maximizing Profitability through Marketing Activities: A Discussion of the Insights and Impacts of the Work of V. Kumar Praveen Kopalle Interviews V. Kumar Emerging Markets Have Different Working Pattern and One Has to Accommodate That Volume 2: Retailing: Store and Customer Level Volume Introduction: Retailing: Store and Consumer level-An introduction to V. Kumar's Contributions to Retailing (Store and Consumer level) Cross-Buying in Retailing: Drivers and Consequences Managing Retailer Profitability-One Customer at a Time! The Effect of Retail Store Environment on Retailer Performance The Impact of Internal and External Reference Prices on Brand Choice: The Moderating Role of Contextual Variables Assessing the Competitive Impact of Type, Timing, Frequency, and Magnitude of Retail Promotions The Effect of Brand Characteristics and Retailer Policies on Response to Retail Price Promotions: Implications for Retailers Explaining the Variation in Short-Term Sales Response to Retail Price Promotions A Decomposition of Repeat Buying Market Segmentation Visual Inspection Measuring the Effect of Retail Store Promotions on Brand and Store Substitution Perspectives of Other Scholars Enhancing Retailers' Understanding of Decisions that Can Directly Impact Their Profitability: A Commentary on the Contributions of V. Kumar The Contributions of V. Kumar to Retailing-A Commentary Michael Levy Interviews V. Kumar One of My Goals Was to Research a Topic That Would Make a Difference Volume 3: International Marketing Volume Introduction: International Marketing-An Introduction to V. Kumar's Contributions to International Marketing Researching International Markets: Philosophical and Methodological Issues International Marketing Research Global Diffusion Models: Back to the Future Multinational Diffusion Models: An Alternative Framework Segmenting Global Markets: Look Before You Leap Cross-National Diffusion Research: What Do We Know and How Certain Are We? Learning Effect in Multinational Diffusion of Consumer Durables: An Exploratory Investigation A Contingency Framework for the Mode of Entry Decision Capturing the Cross-National Learning Effect: An Analysis of an Industrial Technology Diffusion （株）極東書店 -2- KS-3771/マーケティングの伝説的人物－V.クマー An Interactive Multicriteria Approach to Identifying Potential Foreign Markets International Direct Marketing Efforts: Are They Useful to Small Businesses in Establishing Consistent Patterns of Exporting? Perspectives of Other Scholars VK: Profile of a Prolific Researcher, Consummate Educator, and a Cherished Colleague VK is a Passionate and Supportive Scholar V. Kumar's Contributions to the Field of International Marketing Daniel C. Bello Interviews V. Kumar International Marketing Research is Getting More and More Sophisticated Volume 4 : Forecasting in Marketing Volume Introduction: Forecasting in Marketing-An Introduction to V. Kumar's Contributions to Forecasting in Marketing Telecommunications Demand Forecasting-A Review A Genetic Algorithms Approach to Growth Phase Forecasting of Wireless Subscribers Forecasting Category Sales and Market Share for Wireless Telephone Subscribers: A Combined Approach Econometric Models for Forecasting Market Share Sales Forecasts for Existing Consumer Products and Services: Do Purchase Intentions Contribute to Accuracy? Aggregate and Disaggregate Sector Forecasting Using Consumer Confidence Measures Forecasting Performance of Market Share Models: An Assessment, Additional Insights, and Guidelines A Comparative Study of Market Share Models Using Disaggregate Data Perspectives of Other Scholars V. Kumar: Formative Years-Research in the Area of Marketing and Forecasting 10. VK's Undaunted Determination Was a Great Lesson for Me V. Kumar: Marketing Genius Extraordinaire Kay Peters Interviews V. Kumar There is a Clear Need for Better Forecasting Techniques Volume 5 : Marketing Research: Applications Volume Introduction: Marketing Research: Applications-An Introduction to V. Kumar's Contributions on the Applications of Marketing Research The Impact of Customer Relationship Management Implementation on Cost and Profit Efficiencies: Evidence from the U.S. Commercial Banking Industry Marketing-Mix Recommendations to Manage Value Growth at P&G Asia-Pacific The Power of CLV: Managing Customer Lifetime Value at IBM Multichannel Shopping: Causes and Consequences Knowing What to Sell, When, and to Whom Who Are the Multichannel Shoppers and How Do They Perform?: Correlates of Multichannel Shopping Behavior Balancing Acquisition and Retention Resources to Maximize Customer Profitability Six Steps to Better Decision Models A Model to Explain Shareholder Returns: Marketing Implications Attribute Order and Product Familiarity Effects in Decision Tasks Using Conjoint Analysis Perspectives of Other Scholars Applications in Marketing Research: A Commentary on Dr Kumar's Contributions （株）極東書店 -3- KS-3771/マーケティングの伝説的人物－V.クマー VK: The Bridge between Research and Practice VK Has Played a Leadership Role in Driving Innovation and Impacting Business Robert P. Leone Interviews V. Kumar I Wanted to Research a Topic That Would Make a Difference Volume 6 : Marketing Research: New Methodology Volume Introduction: V. Kumar's Contributions to Innovative Methodology in Marketing Research S Are Product Returns a Necessary Evil? Antecedents a Integrating Purchase Timing, Choice, and Quantity Decisions Models: A Review of Model Specifications, Estimations, and Applications Optimal Customer Relationship Management using Bayesian Decision Theory: An Application for Customer Selection Customer Lifetime Value Modeling Customer Lifetime Value A Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy Evolutionary Estimation of Macro-Level Diffusion Models Using Genetic Algorithms: An Alternative to Nonlinear S Least Squares Impact of a Late Entrant on the Diffusion of a New Product/Service Nonlinear Mapping: An Alternative to Multidimensional Scaling for Product Positioning S A Decision Support System for Prioritizing Oil and Gas Expl A Decision Model for Evaluating Job Alternatives Perspectives of Other Scholars V. Kumar: A Lifetime of Value to Marketing The Net Contribution of V. Kumar: Comments on the Work of V. Kumar on Marketing Research and New Methodologies Commentary on Dr V. Kumar's Work in Marketing Research-New Methodology J. Andrew Petersen Interviews V. Kumar The Key is to Understand the Strength of the Buyer-Seller Relationships Volume 7 : Marketing Strategy: Firm Volume Introduction: Tracing the Impact of V. Kumar's Contributions to Marketing Strategy at the Firm Level Expanding the Role of Marketing: From Customer Equity to Market Capitalization Reversing the Logic: The Path to Profitability through Relationship Marketing Marketing-Mix Recommendations to Manage Value Growth at P&G Asia-Pacific Putting One-to-One Marketing to Work: Personalization, Customization and Choice Performance Implications of Adopting a Customer-Focused Sales Campaign Research before You Leap: Does Cross- Sell Always Lead to Higher Profits? Interaction Orientation and Firm Performance Maximizing ROI or Profitability: Is One Better than the Other Getting the Most out of All Your Customers State-of-the-Art in Brand Equity Research: What We Know and What Needs to Be Known Analyzing Variations in Advertising and Promotional Expenditures: Key Correlates in Consumer, Industrial, and Service Markets Perspectives of Other Scholars A Road Map for Understanding V. Kumar's Contributions to Marketing Strategy V. Kumar: A Lifetime of Contributions to Marketing Strategy Comments and Reflections on V. Kumar's Contribution to the Field of Marketing Strategy （株）極東書店 -4- KS-3771/マーケティングの伝説的人物－V.クマー Raji Srinivasan Interviews V. Kumar My Passion to Discover New Things Keeps Me Going Volume 8 : Marketing Strategy: Customer Volume Introduction: A Review of V. Kumar's Pioneering Contributions to Marketing Strategy at the Customer Level Profitable Customer Management: Measuring and Maximizing Customer Lifetime Value How Valuable is Word of Mouth? Multichannel Shopping: Causes and Consequences Measuring and Maximizing Customer Equity: A Critical Analysis Knowing What to Sell, When, and to Whom Using a Customer-Level Marketing Strategy to Enhance Firm Performance: A Review of Theoretical and Empirical Evidence A Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy Customer Lifetime Value Approaches and Best Practice Applications The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration The Mismanagement of Customer Loyalty On the Profitability of Long-Life Customers in a Noncontractual Setting: An Empirical Investigation and Implications for Marketing Perspectives of Other Scholars Putting Customer Value Firmly in Focus An Appreciation of Dr V. Kumar's Contributions to the Marketing Field Driven by Passion and Excellence Rajkumar Venkatesan Interviews V. Kumar I Have Been Fortunate to Have Multiple Mentors at Different Stages in Life Volume 9 : Business-to-Business Volume Introduction: V. Kumar's Customer-centric Approach towards Understanding Business-to-Business Marketing Calculating, Creating, and Claiming Value in Business Markets: Status and Research Agenda Expanding the Role of Marketing: From Customer Equity to Market Capitalization Implementing Profitability through a Customer Lifetime Value Management Framework-The IBM-Case The Power of CLV: Managing Customer Lifetime Value at IBM Balancing Acquisition and Retention Resources to Maximize Profitability Who Are the Multichannel Shoppers and How Do They Perform?: Correlates of Multichannel Shopping Behavior Antecedents and Consequences of Relationship Intention: Implications for Transaction and Relationship Marketing The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration The Mismanagement of Customer Loyalty Perspectives of Other Scholars V. Kumar's (VK) Role in the Field of B2B Marketing: Commentary and Observations VK's Contributions to B2B Marketing: An Assistant Professor's Perspective Assessment of V. Kumar's Contributions to B2B Marketing Rajdeep Grewal Interviews V. Kumar Our B2B Research Has a Desired Impact on the Business World （株）極東書店 -5- KS-3771/マーケティングの伝説的人物－V.クマー Volume 10 : Customer Relationship Management Volume Introduction: Advancing the Domain of CRM Can Product Returns Make you Money? Driving Profitability by Encouraging Customer Referrals: Who, When and How A Customer Lifetime Value-Based Approach to Marketing in the Multichannel, Multimedia Retailing Environment Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value Nurturing the Right Customers Profitable Relationships CLV: The Databased Approach Managing Customers for Value: An Overview and Research Agenda Leveraging Superior Marketing Tools to Maximise Profits Marketing Actions and the Value of Customer Assets: A Framework for Customer Asset Management Perspectives of Other Scholars Dr V. Kumar: The Influential, Inspirational, and Generous Scholar Professor V. Kumar: A Man Worthy of Legend VK's Contributions to Customer Relationship Management Denish Shah Interviews V. Kumar Making Real-Time Decisions is a Challenge in the Emerging Markets （株）極東書店 -6- KS-3771/マーケティングの伝説的人物－V.クマー
© Copyright 2024 Paperzz
