KNOXVILLE — How can companies maximize their marketing return on investment?
How can companies predict which customers will have the greatest impact on their long-term success?
How can companies identify their best customers and determine how to most successfully allocate their limited resources to them?
In today’s intensively competitive global environment, companies must examine the value of – and return from – every marketing dollar spent. One of the world’s top five marketing scholars will address these and other global marketing issues on April 15th as a guest of the University of Tennessee and College of Business Administration.
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Global marketing expert V. Kumar
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V. Kumar, a worldwide expert in customer lifetime value and marketing research methods, will present his latest findings as part of the Department of Marketing and Logistics Visiting Scholar Series.
“To successfully compete in today’s global environment, it is absolutely critical that businesses understand the lifetime value of their customers – identifying who are their best customers and capitalizing upon those relationships to ensure company revenue, profitability, and long-term success,” said Daniel Flint, assistant professor of marketing and director of the college’s Customer Value/Marketing Strategy Forum.
“Professor Kumar is internationally known for helping businesses more effectively allocate their scarce resources. By capitalizing upon their most important customers, companies can significantly improve their bottom line,” Flint said.
Kumar is the ING Professor of Marketing at the University of Connecticut and executive director of the UC’s ING Center for Financial Services. Kumar has consulted for Fortune 500 companies such as IBM, AOL, Polo-Ralph Lauren, AllState, GTE, AT&T and Coca-Cola Foods.
Kumar manages the ING Center’s mission in creating the knowledge and tools for the global financial services industry, related to customer relationship management, customer acquisition and retention, profitability, and firm valuation.
His research has been widely published in the Journal of Marketing, Harvard Business Review, Journal of Marketing Research, Marketing Science, and Operations Research. The Journal of Marketing Education ranked Kumar among the top 5 marketing scholars worldwide.
Kumar’s visit is part of the college’s outreach efforts to interact and share knowledge with the local business community and other leading research institutions.
For more information about the University of Tennessee College of Business Administration, visit www.bus.utk.edu.