Publications

M-Wallets: Marketing Power or a Hype
Published: Forthcoming
Published In: Mind Your Marketing
Volume: N/A   Issue: N/A   Pages: N/A
A Theory of Customer Valuation: Concepts, Metrics, Strategy, and Implementation
Published: Forthcoming
Published In: Journal of Marketing
Volume: N/A   Issue: N/A   Pages: N/A
Predicting Sales person churn
Published: 2017
Published In: Harvard Business Review
Volume:    Issue: July-August   Pages: 21-24
Is Customer Satisfaction a (Ir)Relevant Metric?
Published: 2016
Published In: Journal of Marketing
Volume: 80   Issue: 5   Pages: 108-109
Creating and Enduring Customer Value
Published: 2016
Published In: Journal of Marketing
Volume: 80   Issue: 6   Pages: 36-68
Conceptualizing the Evolution and Future of Advertising
Published: 2016
Published In: Journal of Advertising
Volume: 45   Issue: 3   Pages: 302-317
Competitive Advantage through Engagement
Published: 2016
Published In: Journal of Marketing Research
Volume: 53   Issue: 4   Pages: 497-514
Measuring the Benefits of Employee Engagement
Published: 2015
Published In: MIT Sloan Management Review
Volume: 56   Issue: 4   Pages: 67-72
Winning Back Lost Customers
Published: 2016
Published In: Harvard Business Review
Volume:    Issue: March   Pages: 22-23
My Reflections on Publishing in Journal of Marketing (Editorial)
Published: 2016
Published In: Journal of Marketing
Volume: 80   Issue: 1   Pages: 1-6
The Dark Side of Cross-Selling
Published: 2012
Published In: Harvard Business Review
Volume: 90   Issue: 12   Pages: 21-23
Increasing the ROI of Social Media Marketing
Published: 2012
Published In: MIT Sloan Management Review
Volume: 54   Issue: 1   Pages: 55-61
The Perils of Social Coupon Campaigns
Published: May 2012
Published In: MIT Sloan Management Review
Volume: 53   Issue: 4   Pages: 15-16
Looking Through the Marketing Lens: My Journey So Far
Published: 2011
Published In: Review of Marketing Research
Volume: 8   Issue: 1   Pages: 121-157
Can Marketing Lift Stock Prices?
Published: 2011
Published In: MIT Sloan Management Review
Volume: 52   Issue: 4   Pages: 24-26
Can Product Returns Make You Money?
Published: 2010
Published In: MIT Sloan Management Review
Volume: 51   Issue: 3   Pages: 85-89
Nurturing the Right (Profitable) Customers
Published: 2009
Published In: Strategic Finance
Volume: 91   Issue: 3   Pages: 27-33
Interaction Orientation & Firm Performance
Published: 2008
Published In: Journal of Marketing
Volume: 72   Issue: 1   Pages: 27-45
Customer Lifetime Value: The Path to Profitability
Published: 2007
Published In: Foundations and Trends in Marketing
Volume: 2   Issue: 1   Pages: 1-95
How Valuable is the Word of Mouth
Published: 2007
Published In: Harvard Business Review
Volume: 85   Issue: 10   Pages: 139-146
Multi-Channel Shopping: Causes and Consequences
Published: April 2007
Published In: Journal of Marketing
Volume: 71   Issue: 2   Pages: 114-132
Profitable Relationships
Published: October 2006
Published In: Marketing Research: A Magazine of Management and Applications
Volume: 18   Issue: 3   Pages: 41-46
Customer Lifetime Value: A Databased Approach
Published: 2006
Published In: Journal of Relationship Marketing
Volume: 5   Issue: 2   Pages: 7-35
Knowing What to Sell, When to Whom
Published: 2006
Published In: Harvard Business Review
Volume: 84   Issue: 3   Pages: 131-137
Getting the Most Out of All Your Customers
Published: 2004
Published In: Harvard Business Review
Volume: 82   Issue: 7   Pages: 116-123
Leveraging Superior Marketing Tools to Maximize Profits
Published: 2004
Published In: Strategic Marketing
Volume: 3   Issue: 2   Pages: 18-23
Multinational Diffusion Models: An Alternative Framework
Published: 2002
Published In: Marketing Science
Volume: 21   Issue: 3   Pages: 318-330
The Mismanagement of Customer Loyalty
Published: 2002
Published In: Harvard Business Review
Volume: 80   Issue: 7   Pages: 86-97
Decision Models Aid Research
Published: 2001
Published In: A Magazine of Management and Applications
Volume: 13   Issue: 4   Pages: 42-43
An Interactive Multi-criteria Approach to Identifying Potential Foreign Markets
Published: 1994
Published In: Journal of International Marketing
Volume: 2   Issue: 1   Pages: 29-52
  • Abstract:
    • Abstract
    • The authors address the issue of portfolio management in the context of an international marketing problem. Screening, identification, and selection characterize the three stages in the evaluation of potential foreign markets. The proposed methodology is used for identifying potential foreign markets. This article contributes to the existing literature in four ways: (a) it integrates the past research on international market evaluation into a comprehensive framework, (b) it fills a gap in this area, by offering a flexible, cost efficient methodology that is easy to comprehend and adopt, (c) it simultaneously considers the objectives of the firm, its resource constraints, and expansion strategies while identifying potential foreign markets, and (d) it introduces a multicriteria methodology for solving problems of multiobjective decision models, to the international marketing managers.
A Decomposition of Repeat Buying
Published: 1992
Published In: Marketing Letters
Volume: 3   Issue: 4    Pages: 407-417
Market Segmentation by Visual Inspection
Published: 1989
Published In: Journal of Advertising Research
Volume: 29   Issue: 4   Pages: 23-29
A Decision Model for Evaluating Job Alternatives
Published: 1988
Published In: Journal of the Academy of Marketing Science
Volume: 16   Issue: 1   Pages: 103-113