Research

Conference Proceedings

Dynamically Managing a Profitable Email Marketing Program
Authors: Xi (Alan) Zhang, V. Kumar, Koray Cosguner
May 2015
2015 AMA Summer Marketing Educators’ Conference Proceedings
Chicago, IL
Defection Detection: How Understanding Why Customers Left Can Win Them Back
Authors: V. Kumar   Yashoda Bhagwat   Alan Zhang
May 2012
41st EMAC Conference: Marketing to Citizens – Going Beyond Customers and Consumers
Lisbon, Portugal
Creating a Measurable Social Media Marketing Strategy for Hokey Pokey: Increasing the Value and ROI of Intangibles & Tangibles
Authors: V. Kumar   Vikram Bhaskaran   Rohan Mirchandani   Milap Shah
May 2012
41st EMAC Conference: Marketing to Citizens – Going Beyond Customers and Consumers
Lisbon, Portugal
The Dynamics of Fan Sign-ups, Word-of-mouth, and Sales: Evidence from a Social Networking Website
Authors: G. Ramani   V. Kumar   Hua Chang
February 2012
2012 AMA Winter Marketing Educators’ Conference
St. Petersburg, FL
The Impact of Social Loyalty and Social Word-of-Mouth on Sales
Authors: G. Ramani   V. Kumar
February 2012
2012 AMA Winter Marketing Educators’ Conference
St. Petersburg, FL
The ISMS-MSI Practice Prize: History and Impact of the ISMS-MSI Practice Prize
Authors: V. Kumar
2011
AMA Winter Marketing Educators’ Conference
Austin, TX
Marketing Accountability Standards Board: Moving from the First 3 Years (Start-up) to the Next 3 Years (Changing the Game)
Authors: V. Kumar
2011
AMA Winter Marketing Educators’ Conference
Austin, TX
Empirical Investigation of Retail Expansion and Cannibalization in a Dynamic Environment
Authors: S. Sriram   V. Kumar   Joseph Pancras
June 2011
INFORMS Marketing Science Conference, Rice University
Houston, TX
Cross-Buying in Retailing: Causes and Consequences
Authors: V. Kumar Morris George Joseph Pancras
2010
AMA Winter Marketing Educators’ Conference
New Orleans, LA
Abstract
Marketing Accountability and Customer Profitability: An Interdisciplinary Perspective
Authors: V. Kumar
2010
AMA Winter Marketing Educators’ Conference
New Orleans, LA
A Review of Customer Equity Models in the Context of Discounted Cash Flow Valuation Theory
Authors: V. Kumar   Morton Holm   Carsten Rohde
2010
INFORMS Marketing Science Conference
Cologne, Germany
The Role of Attitudes in Customer Value: Does the Contractual Nature of the Relationship Matter?
Authors: V. Kumar   J. Andrew Petersen   F. Javier Sese   Yolanda Polo
2010
INFORMS Marketing Science Conference
Cologne, Germany
Understanding the Drivers of Customer Referral Value
Authors: V. Kumar   Robert P. Leone   J. Andrew Petersen
2010
INFORMS Marketing Science Conference
Cologne, Germany
Measuring and Maximizing Donor Lifetime Value Using Donor Selection and Resource Allocation Strategies
Authors: J. Andrew Petersen   V. Kumar
2009
AMA Winter Marketing Educators’ Conference
Tampa, FL
Cultivating Customer Loyalty: Why Businesses Do Not Have Complete Control?
Authors: V. Kumar   Srini S. Srinivasan   Rolph E. Anderson
2009
AMA Winter Marketing Educators’ Conference
Tampa, FL
CLV and Optimal Resource Allocation: The Influence of Marketing Buying and Product Returns on Resource Allocation
Authors: J. Andrew Petersen   V. Kumar
2009
AMA Summer Marketing Educators’ Conference
San Diego, CA
Linking Customer Brand Value to Customer Lifetime Value: An Integrated Framework
Authors: V. Kumar   Anita Luo
2008
European Marketing Academy (EMAC)
Brighton, UK
Maximizing Value Growth at P&G, Asia Pacific
Authors: V. Kumar   Jia Fan   Rohit Gulati   P. Venkat
2008
European Marketing Academy (EMAC)
Brighton, UK
Linking Customer Brand Value to Customer Lifetime Value: An Integrated Framework
Authors: V. Kumar   Anita Luo   Vithala Rao
2008
European Marketing Academy (EMAC)
Brighton, UK
The Influence of Marketing Buying and Product Returns on Resource Allocation
Authors: J. Andrew Petersen   V. Kumar
2008
AMA Summer Marketing Educators’ Conference
San Diego, Ca
Managing and Maximizing Customer Value
Authors: V. Kumar
2007
European Marketing Academy (EMAC)
Reykjavik, Iceland
Measuring & Managing Customer Lifetime Value Based Retailer Strategy
Authors: V. Kumar   Denish Shah   Rajkumar Venkatesan
2006
AMA Winter Marketing Educators’ Conference
St. Petersburg, FL
Linking an Individual’s Brand Value to the Customer Lifetime Value
Authors: V. Kumar   Anita Luo
2006
AMA Winter Marketing Educators’ Conference
St. Petersburg, FL
A Comparison of Aggregate and Disaggregate Level Approaches for Measuring and Maximizing Customer Equity
Authors: V. Kumar   Morris George
2006
AMA Winter Marketing Educators’ Conference
St. Petersburg, FL
The Power of Customer Advocacy
Authors: V. Kumar   J. Andrew Petersen   Robert P. Leone
2006
AMA Winter Marketing Educators’ Conference
St. Petersburg, FL
Interaction Orientation: The New Measure of Marketing Capabilities
Authors: Girish Ramani   V. Kumar
2006
AMA Winter Marketing Educators’ Conference
St. Petersburg, FL
The Effect of Perceived Customer Value on the Market Orientation-Performance Relationship
Authors: V. Kumar   Eli Jones   Rajkumar Venkatesan
June 2000
AMA’s International Marketing Conference
Buenos Aires, Argentina
Reinvestigating the Roles of Competitive Intensity and Turbulence in the Market Orientation-Business Performance Relationship
Authors: V. Kumar   Eli Jones   Rajkumar Venkatesan
June 2000
AMA’s International Marketing Conference
Buenos Aires, Argentina
The Impact of Store Positioning on Store Performance
Authors: Werner Reinartz   V. Kumar
1997
Proceedings of the 24th International Research Seminar in Marketing: Marketing Communications and Consumer Behavior
La Londe les Maures, France
Understanding the Multinational Diffusion of Innovation: Implications for Market Entry Decisions
Authors: Jaishankar Ganesh   V. Kumar
October 1997
Proceedings of the Academy of International Business Conference
Monterrey, Mexico
Competitive Strategies of Firms in Multi-domestic and Global Industries: An Empirical Investigations of the Strategy – Performance Relationship
Authors: Jaishankar Ganesh   V. Kumar   M. Kotabe
September 1996
Proceedings of the Academy of International Business Conference
Banff, Alberta, Canada
Does Coupon Usage Vary with Consumer Purchase Patterns?
Authors: V. Kumar   Kiran Karande
1995
Proceedings of the American Marketing Association’s Winter Marketing Educators Conference
The Antecedents, Process and Consequences of Total Quality Management – A Tool for Achieving Sustainable Competitive Advantage
Authors: Velavan Subramaniam   V. Kumar
1995
Proceedings of the American Marketing Association’s Summer Marketing Educators’ Conference
Related Diversification Through Acquisition: An Analysis of Firms in Industrial, Service and Consumer Markets
Authors: Arun Pereira   V. Kumar
1995
Proceedings of the Thirteenth Annual International Conference of the Association of Management
Information Explosion in Marketing
Authors: Robert P. Leone   V. Kumar
1992
Proceedings of the American Marketing Association’s Summer Marketing Educators’ Conference
Chicago, IL
Modeling Social Marketing Products using New Product Growth Models
Authors: V. Kumar   Arun Pereira
1988
Proceedings of the American Marketing Association’s Winter Marketing Educators’ Conference
Approximation Modeling
Authors: V. Kumar   Robert P. Leone
1984
Proceedings of the American Marketing Association’s Summer Educators’ Conference
The Effects of One- and Two-sided Messages, Benefit Appeal and Related Memberships on Propensity to Join a Professional Organization
Authors: L. Golden   V. Kumar   W. Hoyer
1983
Proceedings of the American Psychological Association
A Model of U.S. Automobile Demand
Authors: V. Kumar   Robert P. Leone   Rajendra K. Srivastava
October 1983
Proceedings of the Association for Consumer Research