Book Chapters

Kumar, V. and Denish Shah, “Finding the Value in Customer Equity,” forthcoming in Handbook of Research on Customer Equity, Edward Elgar Publishing Ltd.
Kumar, V. and Anita Pansari, “Aggregate- and Individual-level Customer Lifetime Value,” forthcoming in Handbook of Research on Customer Equity, Edward Elgar Publishing Ltd.
Kumar, V., Nandini Krishnamoorthy, and Gayatri Shukla, “Stop Grouping and Start Regulating – A New Approach to Social Media Marketing,” forthcoming in Handbook of Research on Customer Equity, Edward Elgar Publishing Ltd.
Kumar, V. and Gayatri Shukla, “The Future of Customer Equity,” forthcoming in Handbook of Research on Customer Equity, Edward Elgar Publishing Ltd.
Kumar, V. and Bharath Rajan, “A Strategic Approach to Drive Profits: Defining, Measuring and Managing Customer Value,” forthcoming in Next Practices in Marketing, eds., Greg M. Thomas and Raj Srivastava.
Kumar, V., Nita Umashankar, and Jee Won (Brianna) Choi (2014), “CRM Metrics and Strategies to Enhance Performance in Service Industries,” Handbook of Services Marketing Research, eds. Roland Rust and Ming-Hui, Edward Elgar Publishing Ltd.: Cheltenham, UK.
Kumar, V. and Nita Umashankar (2012), “Enhancing Financial Performance: The Power of Customer Metrics,” Handbook of Marketing and Finance, eds., Shankar Ganesan, Edward Elgar Publishing Ltd.: Cheltenham, UK, pp. 9-42.
Kumar, V. and Bharath Rajan (2012), “Customer Lifetime Value Management: Strategies to Measure and Maximize Customer Profitability,” Handbook of Marketing Strategy, eds., Venkatesh Shankar and Gregory Carpenter, Edward Elgar Publishing Ltd.: Cheltenham, UK, pp. 107-134.
Venkatesan, Rajkumar, V. Kumar, and Werner Reinartz (2012), “Customer Relationship Management in Business Markets,” Handbook of Business-to-Business Marketing, eds., Gary L. Lilien and Rajeep Grewal, Edward Elgar Publishing Ltd.: Cheltenham, UK, pp. 311-331.
Kumar, V. (2010), “Customer Relationship Management” in Wiley International Encyclopedia of Marketing, John Wiley & Sons.
Kumar V. (2009), “Methodological and Conceptual Foundations in International Marketing,” in The Handbook of International Marketing, Sage Publications: California, pp. 114-162..
Kumar V. (2006), “Relationship Marketing,” in Foundations of Marketing, (2E), edited by Pride & Ferrell, Houghton-Mifflin.
Kumar V. (2006), “Customer Lifetime Value,” in The Handbook of Marketing Research, Editors: Rajiv Grover and Marco Vriens, Sage Publications: California, pp. 602-627.
Kumar V. (2006), “International Marketing Research,” in The Handbook of Marketing Research, Editors: Rajiv Grover and Marco Vriens, Sage Publications: California, pp. 628-645.
Kumar V. and Girish Ramani (2006), “Interaction Orientation: A New Marketing Competency,” in Does Marketing Need Reform?, Editors: Jag Sheth and Raj Sisodia, M.E. Sharpe Inc.: New York, pp. 109-118.
Kumar, V. (2003), “Global Diffusion Models: Back to the Future,” in Handbook of Research in International Marketing, Publishers: Edward Elgar, pp. 379-401.
Brodie, Roderick J., Peter J. Danaher, V. Kumar and Peter S. H. Leeflang (2001), “Econometric Models for Forecasting Market Share,” in Principles of Forecasting: A Handbook for Researchers and Practitioners, Kluwer Publishers, pp. 597-561.

Additional Recommended Books