Journal of the Academy of Marketing Science / Jun 01, 1985

Mullet, G. M. (1985). Book Reviews : MARKETING RESEARCH, SECOND EDITION by David A. Aaker and George S. Day (New York: John Wiley & Sons, Inc. 731 pages, $27.95). Journal of the Academy of Marketing Science, 13(3), 319–321. https://doi.org/10.1177/009207038501300325

Conversations with Marketing Masters / Jan 02, 2012

David Aaker: Brand Equity Trailblazer. (2012, January 2). Conversations with Marketing Masters; Wiley; Portico. https://doi.org/10.1002/9781119209256.ch2

Journal of Retailing / Mar 01, 2009

Grewal, D., Levy, M., & Kumar, V. (2009). Customer Experience Management in Retailing: An Organizing Framework. Journal of Retailing, 85(1), 1–14. https://doi.org/10.1016/j.jretai.2009.01.001

Journal of Marketing / Oct 01, 2000

Reinartz, W. J., & Kumar, V. (2000). On the Profitability of Long-Life Customers in a Noncontractual Setting: An Empirical Investigation and Implications for Marketing. Journal of Marketing, 64(4), 17–35. https://doi.org/10.1509/jmkg.64.4.17.18077

Journal of the Academy of Marketing Science / Jun 11, 2016

Pansari, A., & Kumar, V. (2016). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294–311. https://doi.org/10.1007/s11747-016-0485-6

Journal of Service Research / Aug 01, 2010

Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2010). Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value. Journal of Service Research, 13(3), 297–310. https://doi.org/10.1177/1094670510375602

O Português do Brasil / Dec 31, 2004

Cardoso, S. (2004). O Projeto Atlas Lingüístico do Brasil (Breve histórico e estágio atual). In O Português do Brasil (pp. 93–106). Iberoamericana Vervuert. https://doi.org/10.31819/9783964562999-006

Journal of Marketing / Jan 01, 2003

Reinartz, W. J., & Kumar, V. (2003). The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration. Journal of Marketing, 67(1), 77–99. https://doi.org/10.1509/jmkg.67.1.77.18589

Wiley International Encyclopedia of Marketing / Sep 30, 2010

Kumar, V. (2010, September 30). Customer Relationship Management. Wiley International Encyclopedia of Marketing; Wiley; Portico. https://doi.org/10.1002/9781444316568.wiem01015

Journal of Marketing / Oct 01, 2004

Rust, R. T., Ambler, T., Carpenter, G. S., Kumar, V., & Srivastava, R. K. (2004). Measuring Marketing Productivity: Current Knowledge and Future Directions. Journal of Marketing, 68(4), 76–89. https://doi.org/10.1509/jmkg.68.4.76.42721

Measuring Business Excellence / Dec 01, 2002

Seven Power Strategies for Building Customer Loyalty. (2002). Measuring Business Excellence, 6(4). https://doi.org/10.1108/mbe.2002.26706dae.012

Journal of Marketing Research / Aug 01, 2016

Kumar, V., & Pansari, A. (2016). Competitive Advantage through Engagement. Journal of Marketing Research, 53(4), 497–514. https://doi.org/10.1509/jmr.15.0044

Journal of Marketing / Oct 01, 2004

Venkatesan, R., & Kumar, V. (2004). A Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy. Journal of Marketing, 68(4), 106–125. https://doi.org/10.1509/jmkg.68.4.106.42728

Journal of Retailing / Jan 01, 2004

Kumar, V., & Shah, D. (2004). Building and sustaining profitable customer loyalty for the 21st century. Journal of Retailing, 80(4), 317–329. https://doi.org/10.1016/j.jretai.2004.10.007

Journal of Marketing / Jan 01, 2011

Kumar, V., Jones, E., Venkatesan, R., & Leone, R. P. (2011). Is Market Orientation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing? Journal of Marketing, 75(1), 16–30. https://doi.org/10.1509/jmkg.75.1.16

Journal of Marketing / Jan 01, 2005

Reinartz, W., Thomas, J. S., & Kumar, V. (2005). Balancing Acquisition and Retention Resources to Maximize Customer Profitability. Journal of Marketing, 69(1), 63–79. https://doi.org/10.1509/jmkg.69.1.63.55511

Journal of Service Research / Nov 01, 2006

Gupta, S., Hanssens, D., Hardie, B., Kahn, W., Kumar, V., Lin, N., Ravishanker, N., & Sriram, S. (2006). Modeling Customer Lifetime Value. Journal of Service Research, 9(2), 139–155. https://doi.org/10.1177/1094670506293810

Journal of Marketing / Jan 01, 2008

Ramani, G., & Kumar, V. (2008). Interaction Orientation and Firm Performance. Journal of Marketing, 72(1), 27–45. https://doi.org/10.1509/jmkg.72.1.27

Journal of Marketing / Nov 01, 2016

Kumar, V., & Reinartz, W. (2016). Creating Enduring Customer Value. Journal of Marketing, 80(6), 36–68. https://doi.org/10.1509/jm.15.0414

Journal of Interactive Marketing / Feb 01, 2005

Kumar, V., & Venkatesan, R. (2005). Who are the multichannel shoppers and how do they perform?: Correlates of multichannel shopping behavior. Journal of Interactive Marketing, 19(2), 44–62. https://doi.org/10.1002/dir.20034

Journal of Retailing / Sep 01, 2013

Kumar, V., Pozza, I. D., & Ganesh, J. (2013). Revisiting the Satisfaction–Loyalty Relationship: Empirical Generalizations and Directions for Future Research. Journal of Retailing, 89(3), 246–262. https://doi.org/10.1016/j.jretai.2013.02.001

Marketing Letters / Sep 16, 2008

Arora, N., Dreze, X., Ghose, A., Hess, J. D., Iyengar, R., Jing, B., Joshi, Y., Kumar, V., Lurie, N., Neslin, S., Sajeesh, S., Su, M., Syam, N., Thomas, J., & Zhang, Z. J. (2008). Putting one-to-one marketing to work: Personalization, customization, and choice. Marketing Letters, 19(3–4), 305–321. https://doi.org/10.1007/s11002-008-9056-z

Journal of Relationship Marketing / Oct 15, 2006

Kumar, V. (2006). CLV: The Databased Approach. Journal of Relationship Marketing, 5(2–3), 7–35. https://doi.org/10.1300/j366v05n02_02

Journal of Marketing / Apr 01, 2007

Venkatesan, R., Kumar, V., & Ravishanker, N. (2007). Multichannel Shopping: Causes and Consequences. Journal of Marketing, 71(2), 114–132. https://doi.org/10.1509/jmkg.71.2.114

Journal of the Academy of Marketing Science / Oct 07, 2017

Kumar, V., Rajan, B., Gupta, S., & Pozza, I. D. (2017). Customer engagement in service. Journal of the Academy of Marketing Science, 47(1), 138–160. https://doi.org/10.1007/s11747-017-0565-2

Journal of Marketing Research / May 01, 1988

Kumar, V., & Leone, R. P. (1988). Measuring the Effect of Retail Store Promotions on Brand and Store Substitution. Journal of Marketing Research, 25(2), 178–185. https://doi.org/10.1177/002224378802500206

Journal of the Academy of Marketing Science / Jun 01, 1980

Agarwal, M. K. (1980). Book Reviews : INTRODUCTION TO MARKETING RESEARCH by David Aaker and George Day (New York: John Wiley & Sons, 1980. 628 pp., $20.95). Journal of the Academy of Marketing Science, 8(3), 301–302. https://doi.org/10.1177/009207038000800313

Industrial Marketing Management / Feb 01, 2018

Kumar, V., Lahiri, A., & Dogan, O. B. (2018). A strategic framework for a profitable business model in the sharing economy. Industrial Marketing Management, 69, 147–160. https://doi.org/10.1016/j.indmarman.2017.08.021

Word of Mouth / Sep 01, 2007

Word of Mouth: September-October 2007. (2007). Word of Mouth, 19(1), 1–16. https://doi.org/10.1177/10483950070190010101

Journal of Service Research / Aug 01, 2002

Berger, P. D., Bolton, R. N., Bowman, D., Briggs, E., Kumar, V., Parasuraman, A., & Terry, C. (2002). Marketing Actions and the Value of Customer Assets: A Framework for Customer Asset Management. Journal of Service Research, 5(1), 39–54. https://doi.org/10.1177/1094670502005001005

Marketing Science / Mar 01, 2013

Kumar, V., Bhaskaran, V., Mirchandani, R., & Shah, M. (2013). Practice Prize Winner—Creating a Measurable Social Media Marketing Strategy: Increasing the Value and ROI of Intangibles and Tangibles for Hokey Pokey. Marketing Science, 32(2), 194–212. https://doi.org/10.1287/mksc.1120.0768

Journal of Marketing / Jan 01, 2015

Kumar, V. (2015). Evolution of Marketing as a Discipline: What Has Happened and What to Look Out For. Journal of Marketing, 79(1), 1–9. https://doi.org/10.1509/jm.79.1.1

Journal of Marketing Research / Apr 01, 2016

Baker, A. M., Donthu, N., & Kumar, V. (2016). Investigating how Word-of-Mouth Conversations about Brands Influence Purchase and Retransmission Intentions. Journal of Marketing Research, 53(2), 225–239. https://doi.org/10.1509/jmr.14.0099

Journal of Marketing / Nov 01, 2009

Kumar, V., & Shah, D. (2009). Expanding the Role of Marketing: From Customer Equity to Market Capitalization. Journal of Marketing, 73(6), 119–136. https://doi.org/10.1509/jmkg.73.6.119

Journal of Marketing / Nov 01, 2009

Krasnikov, A., Jayachandran, S., & Kumar, V. (2009). The Impact of Customer Relationship Management Implementation on Cost and Profit Efficiencies: Evidence from the U.S. Commercial Banking Industry. Journal of Marketing, 73(6), 61–76. https://doi.org/10.1509/jmkg.73.6.61

Journal of Marketing / May 01, 2009

Petersen, J. A., & Kumar, V. (2009). Are Product Returns a Necessary Evil? Antecedents and Consequences. Journal of Marketing, 73(3), 35–51. https://doi.org/10.1509/jmkg.73.3.35

IEEE Engineering Management Review / Jan 01, 2013

Kumar, V., & Mirchandani, R. (2013). Increasing the ROI of social media marketing. IEEE Engineering Management Review, 41(3), 17–23. https://doi.org/10.1109/emr.2013.6596535

Journal of World Business / Mar 01, 1997

Kumar, V., & Subramanian, V. (1997). A contingency framework for the mode of entry decision. Journal of World Business, 32(1), 53–72. https://doi.org/10.1016/s1090-9516(97)90025-0

Journal of Marketing / Sep 01, 2010

Kumar, V., Petersen, J. A., & Leone, R. P. (2010). Driving Profitability by Encouraging Customer Referrals: Who, When, and How. Journal of Marketing, 74(5), 1–17. https://doi.org/10.1509/jmkg.74.5.1

The Handbook of Marketing Research / Jan 01, 2006

Kumar, V. (2006). International Marketing Research. In The Handbook of Marketing Research (pp. 628–645). SAGE Publications, Inc. https://doi.org/10.4135/9781412973380.n30

Speculum / Jan 01, 2000

Thomas C. Stillinger, ed., Critical Essays on Geoffrey Chaucer. (Critical Essays on British Literature.) New York: G. K. Hall; London: Prentice Hall International, 1998. Pp. ix, 275; 1 table. $49. (2000). Speculum, 75(01), 271. https://doi.org/10.1017/s0038713400076284

International Journal of Forecasting / Jul 01, 2000

Armstrong, J. S., Morwitz, V. G., & Kumar, V. (2000). Sales forecasts for existing consumer products and services: Do purchase intentions contribute to accuracy? International Journal of Forecasting, 16(3), 383–397. https://doi.org/10.1016/s0169-2070(00)00058-3

Journal of Retailing / Jul 01, 2011

Reinartz, W., Dellaert, B., Krafft, M., Kumar, V., & Varadarajan, R. (2011). Retailing Innovations in a Globalizing Retail Market Environment. Journal of Retailing, 87, S53–S66. https://doi.org/10.1016/j.jretai.2011.04.009

Industrial Marketing Management / Nov 01, 2003

Kumar, V., Bohling, T. R., & Ladda, R. N. (2003). Antecedents and consequences of relationship intention: Implications for transaction and relationship marketing. Industrial Marketing Management, 32(8), 667–676. https://doi.org/10.1016/j.indmarman.2003.06.007

Strategic Direction / Jun 20, 2008

Putting customers first - nine surefire ways to increase brand loyalty. (2008). Strategic Direction, 24(8). https://doi.org/10.1108/sd.2008.05624had.003

Journal of Retailing / Jan 01, 2006

Kumar, V., Shah, D., & Venkatesan, R. (2006). Managing retailer profitability—one customer at a time! Journal of Retailing, 82(4), 277–294. https://doi.org/10.1016/j.jretai.2006.08.002

Journal of Business Research / Aug 01, 2000

Kumar, V., & Karande, K. (2000). The Effect of Retail Store Environment on Retailer Performance. Journal of Business Research, 49(2), 167–181. https://doi.org/10.1016/s0148-2963(99)00005-3

Journal of Advertising / Jul 02, 2016

Kumar, V., & Gupta, S. (2016). Conceptualizing the Evolution and Future of Advertising. Journal of Advertising, 45(3), 302–317. https://doi.org/10.1080/00913367.2016.1199335

Journal of Retailing / Mar 01, 2017

Kumar, V., Anand, A., & Song, H. (2017). Future of Retailer Profitability: An Organizing Framework. Journal of Retailing, 93(1), 96–119. https://doi.org/10.1016/j.jretai.2016.11.003

Journal of Interactive Marketing / May 01, 2004

Kumar, V., Ramani, G., & Bohling, T. (2004). Customer lifetime value approaches and best practice applications. Journal of Interactive Marketing, 18(3), 60–72. https://doi.org/10.1002/dir.20014

Industrial Marketing Management / Jan 01, 2014

Kumar, V., & Christodoulopoulou, A. (2014). Sustainability and branding: An integrated perspective. Industrial Marketing Management, 43(1), 6–15. https://doi.org/10.1016/j.indmarman.2013.06.008

Journal of the Academy of Marketing Science / May 05, 2007

Kumar, V., & George, M. (2007). Measuring and maximizing customer equity: a critical analysis. Journal of the Academy of Marketing Science, 35(2), 157–171. https://doi.org/10.1007/s11747-007-0028-2

Journal of World Business / Jul 01, 2013

Gupta, S., & Kumar, V. (2013). Sustainability as corporate culture of a brand for superior performance. Journal of World Business, 48(3), 311–320. https://doi.org/10.1016/j.jwb.2012.07.015

Customer Needs and Solutions / Jan 15, 2014

Kumar, V., & Pansari, A. (2014). The Construct, Measurement, and Impact of Employee Engagement: a Marketing Perspective. Customer Needs and Solutions, 1(1), 52–67. https://doi.org/10.1007/s40547-013-0006-4

Journal of the Academy of Marketing Science / Jun 14, 2016

Kumar, V., Choi, J. B., & Greene, M. (2016). Synergistic effects of social media and traditional marketing on brand sales: capturing the time-varying effects. Journal of the Academy of Marketing Science, 45(2), 268–288. https://doi.org/10.1007/s11747-016-0484-7

Journal of Service Research / Nov 01, 2006

Kumar, V., Lemon, K. N., & Parasuraman, A. (2006). Managing Customers for Value: An Overview and Research Agenda. Journal of Service Research, 9(2), 87–94. https://doi.org/10.1177/1094670506293558

Journal of Retailing / Mar 01, 2009

Petersen, J. A., McAlister, L., Reibstein, D. J., Winer, R. S., Kumar, V., & Atkinson, G. (2009). Choosing the Right Metrics to Maximize Profitability and Shareholder Value. Journal of Retailing, 85(1), 95–111. https://doi.org/10.1016/j.jretai.2008.11.004

Journal of the Academy of Marketing Science / Feb 20, 2015

Kumar, V., Dixit, A., Javalgi, R. G., & Dass, M. (2015). Research framework, strategies, and applications of intelligent agent technologies (IATs) in marketing. Journal of the Academy of Marketing Science, 44(1), 24–45. https://doi.org/10.1007/s11747-015-0426-9

Marketing Science / Jul 01, 2008

Kumar, V., Venkatesan, R., Bohling, T., & Beckmann, D. (2008). Practice Prize Report—The Power of CLV: Managing Customer Lifetime Value at IBM. Marketing Science, 27(4), 585–599. https://doi.org/10.1287/mksc.1070.0319

Journal of Marketing Research / May 01, 2000

Krishnan, T. V., Bass, F. M., & Kumar, V. (2000). Impact of a Late Entrant on the Diffusion of a New Product/Service. Journal of Marketing Research, 37(2), 269–278. https://doi.org/10.1509/jmkr.37.2.269.18730

Journal of Retailing / Apr 01, 2008

KUMAR, V., GEORGE, M., & PANCRAS, J. (2008). Cross-buying in retailing: Drivers and consequences. Journal of Retailing, 84(1), 15–27. https://doi.org/10.1016/j.jretai.2008.01.007

International Journal of Research in Marketing / Sep 01, 2016

Saboo, A. R., Kumar, V., & Ramani, G. (2016). Evaluating the impact of social media activities on human brand sales. International Journal of Research in Marketing, 33(3), 524–541. https://doi.org/10.1016/j.ijresmar.2015.02.007

Journal of Marketing / Sep 01, 2008

Kumar, V., Venkatesan, R., & Reinartz, W. (2008). Performance Implications of Adopting a Customer-Focused Sales Campaign. Journal of Marketing, 72(5), 50–68. https://doi.org/10.1509/jmkg.72.5.50

Journal of the Academy of Marketing Science / Oct 01, 2005

Kumar, V., & Petersen, J. A. (2005). Using a Customer-Level Marketing Strategy to Enhance Firm Performance: A Review of Theoretical and Empirical Evidence. Journal of the Academy of Marketing Science, 33(4), 504–519. https://doi.org/10.1177/0092070305275857

Journal of the Academy of Marketing Science / Jun 01, 1997

Ganesh, J., Kumar, V., & Subramaniam, V. (1997). Learning Effect in Multinational Diffusion of Consumer Durables: An Exploratory Investigation. Journal of the Academy of Marketing Science, 25(3), 214–228. https://doi.org/10.1177/0092070397253003

Journal of International Marketing / Mar 01, 1994

Kumar, V., Stam, A., & Joachimsthaler, E. A. (1994). An Interactive Multicriteria Approach to Identifying Potential Foreign Markets. Journal of International Marketing, 2(1), 29–52. https://doi.org/10.1177/1069031x9400200103

The Handbook of Marketing Research / Jan 01, 2006

Kumar, V. (2006). Customer Lifetime Value. In The Handbook of Marketing Research (pp. 602–627). SAGE Publications, Inc. https://doi.org/10.4135/9781412973380.n29

Marketing Science / Aug 01, 2002

Kumar, V., & Krishnan, T. V. (2002). Multinational Diffusion Models: An Alternative Framework. Marketing Science, 21(3), 318–330. https://doi.org/10.1287/mksc.21.3.318.139

Opflow / Mar 01, 2004

Consonery, P. (2004). Getting the Most Out of Your TOC Information. Opflow, 30(3), 10–15. Portico. https://doi.org/10.1002/j.1551-8701.2004.tb01744.x

Journal of Marketing Research / Dec 01, 2017

Zhang, X. (Alan), Kumar, V., & Cosguner, K. (2017). Dynamically Managing a Profitable Email Marketing Program. Journal of Marketing Research, 54(6), 851–866. https://doi.org/10.1509/jmr.16.0210

International Journal of Forecasting / Sep 01, 1995

Kumar, V., Leone, R. P., & Gaskins, J. N. (1995). Aggregate and disaggregate sector forecasting using consumer confidence measures. International Journal of Forecasting, 11(3), 361–377. https://doi.org/10.1016/0169-2070(95)00594-2

Global Business Review / Nov 27, 2014

Sondhi, N. (2014). Book Review: V. Kumar, Profitable Customer Engagement: Concept, Metrics and Strategies. Global Business Review, 15(4_suppl), 126S-127S. https://doi.org/10.1177/0972150914550132

Journal of Service Management / Jun 14, 2013

Kumar, V., Chattaraman, V., Neghina, C., Skiera, B., Aksoy, L., Buoye, A., & Henseler, J. (2013). Data‐driven services marketing in a connected world. Journal of Service Management, 24(3), 330–352. https://doi.org/10.1108/09564231311327021

Journal of Marketing Research / Nov 01, 2007

Venkatesan, R., Kumar, V., & Bohling, T. (2007). Optimal Customer Relationship Management Using Bayesian Decision Theory: An Application for Customer Selection. Journal of Marketing Research, 44(4), 579–594. https://doi.org/10.1509/jmkr.44.4.579

Journal of Marketing Research / Apr 01, 2015

Petersen, J. A., & Kumar, V. (2015). Perceived Risk, Product Returns, and Optimal Resource Allocation: Evidence from a Field Experiment. Journal of Marketing Research, 52(2), 268–285. https://doi.org/10.1509/jmr.14.0174

Journal of Marketing Research / Aug 01, 2014

Kumar, V., Zhang, X. (Alan), & Luo, A. (2014). Modeling Customer Opt-In and Opt-Out in a Permission-Based Marketing Context. Journal of Marketing Research, 51(4), 403–419. https://doi.org/10.1509/jmr.13.0169

Journal of Product Innovation Management / May 01, 1998

Kumar, V., Ganesh, J., & Echambadi, R. (1998). Cross‐National Diffusion Research: What Do We Know and How Certain Are We? Journal of Product Innovation Management, 15(3), 255–268. Portico. https://doi.org/10.1111/1540-5885.1530255

Journal of Marketing / Jan 01, 2015

Petersen, J. A., Kushwaha, T., & Kumar, V. (2015). Marketing Communication Strategies and Consumer Financial Decision Making: The Role of National Culture. Journal of Marketing, 79(1), 44–63. https://doi.org/10.1509/jm.13.0479

Journal of International Marketing / Mar 01, 2018

Gupta, S., Pansari, A., & Kumar, V. (2018). Global Customer Engagement. Journal of International Marketing, 26(1), 4–29. https://doi.org/10.1509/jim.17.0091

Journal of the Academy of Marketing Science / Aug 28, 2011

Kumar, V., & Rajan, B. (2011). Social coupons as a marketing strategy: a multifaceted perspective. Journal of the Academy of Marketing Science, 40(1), 120–136. https://doi.org/10.1007/s11747-011-0283-0

International Journal of Forecasting / Oct 01, 2002

Fildes, R., & Kumar, V. (2002). Telecommunications demand forecasting—a review. International Journal of Forecasting, 18(4), 489–522. https://doi.org/10.1016/s0169-2070(02)00064-x

Journal of Retailing / Sep 01, 1998

Kumar, V., Hurley, M., Karande, K., & Reinartz, W. J. (1998). The impact of internal and external reference prices on brand choice: The moderating role of contextual variables. Journal of Retailing, 74(3), 401–426. https://doi.org/10.1016/s0022-4359(99)80102-x

Journal of Marketing / Jan 01, 2018

Kumar, V. (2018). A Theory of Customer Valuation: Concepts, Metrics, Strategy, and Implementation. Journal of Marketing, 82(1), 1–19. https://doi.org/10.1509/jm.17.0208

Journal of the Academy of Marketing Science / Sep 01, 1996

Ganesh, J., & Kumar, V. (1996). Capturing the Cross-National Learning Effect: An Analysis of an Industrial Technology Diffusion. Journal of the Academy of Marketing Science, 24(4), 328–337. https://doi.org/10.1177/0092070396244004

Handbook of Business-to-Business Marketing / Feb 29, 2012

Venkatesan, R., Kumar, V., & Reinartz, W. (2012). Customer Relationship Management in Business Markets. In Handbook of Business-to-Business Marketing. Edward Elgar Publishing. https://doi.org/10.4337/9781781002445.00027

Journal of Interactive Marketing / May 01, 2010

Kumar, V. (2010). A Customer Lifetime Value-Based Approach to Marketing in the Multichannel, Multimedia Retailing Environment. Journal of Interactive Marketing, 24(2), 71–85. https://doi.org/10.1016/j.intmar.2010.02.008

Design Management Review / Mar 01, 2010

Walter, G. (2010). Make Promises You Can Keep. Design Management Review, 21(1), 14–22. Portico. https://doi.org/10.1111/j.1948-7169.2010.00046.x

Handbook of Marketing Strategy / Apr 30, 2012

Kumar, V., & Rajan, B. (2012). Customer Lifetime Value Management: Strategies to Measure and Maximize Customer Profitability. In Handbook of Marketing Strategy. Edward Elgar Publishing. https://doi.org/10.4337/9781781005224.00016

Journal of Marketing Research / Jun 01, 2017

Sunder, S., Kumar, V., Goreczny, A., & Maurer, T. (2017). Why Do Salespeople Quit? An Empirical Examination of Own and Peer Effects on Salesperson Turnover Behavior. Journal of Marketing Research, 54(3), 381–397. https://doi.org/10.1509/jmr.15.0485

Journal of Marketing / May 01, 2012

Shah, D., Kumar, V., Qu, Y., & Chen, S. (2012). Unprofitable Cross-Buying: Evidence from Consumer and Business Markets. Journal of Marketing, 76(3), 78–95. https://doi.org/10.1509/jm.10.0445

Journal of Marketing / Jul 01, 2015

Kumar, V., Bhagwat, Y., & Zhang, X. (Alan). (2015). Regaining “Lost” Customers: The Predictive Power of First-Lifetime Behavior, the Reason for Defection, and the Nature of the Win-Back Offer. Journal of Marketing, 79(4), 34–55. https://doi.org/10.1509/jm.14.0107