Customer Review: V. Kumar has always been on the leading edge, and this book is a testament to his thought leadership. More importantly, these ideas work in the real world. This book is a gift for all of us who wish to profitably increase customer loyalty. Tim Keiningham
Global Chief Strategy Officer and... more info
Customer Review: This book combines a solid theoretical (scientific) approach with practical tactics ... an all-too-rare combination. Kumar and Reinartz are well-known for their thought-leadership in customer database analytics and management. They don't disappoint in this must read book for anyone looking to make... more info
Customer Review: I used this book in a class I took on International Marketing Research. It offered a decent overview of international marketing research concepts, but also was fairly dry in parts.
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