EVALUATION OF SUBSTANTIVE ISSUES IN MARKETING
| Publication | Authors | Published | Published In | Status |
|---|---|---|---|---|
| Nurturing Resource Availability of Ridesharing Platforms by Priming Goal-Oriented Operational Effectiveness | Lahiri, A., Dogan, O., and V Kumar | Journal of Business Research | Forthcoming | |
| Value Dominant Logic: Organizational Principles | Mahajan, G., Kumar, V., Tregua, M. and Bruni, R | 2023 | European Journal of Marketing | Published |
| A dynamic model of the contract length and early termination: The roles of technology evolution and pricing strategy | Qu, Y., Kumar, V., and Zhao, Y | Journal of Business Research | Forthcoming | |
| Relating the Dark Side of New‐Age Technologies and Customer Technostress | Kumar, V., B. Rajan, U. Salunkhe, and, Shreekant G. Joag | 2022 | Psychology & Marketing | Published |
| “Beyond the box office: A Conceptual Framework for the Drivers of Audience Engagement | Rubin, D., I. Mohr, and V Kumar | 2022 | Journal of Business Research | Published |
| Understanding Customer Engagement in Family Firms: A Conceptual Framework | Rajan, B., Salunkhe, U., and V. Kumar | 2023 | Journal of Business Research | Published |
| Value Creation and Value Appropriation | Kumar, V. and Srivastava | 2022 | Journal of Creating Value | Published |
| Relating entertainment features in screenplays to movie performance: an empirical investigation | Choi, Jeewon, and V Kumar | 2022 | Journal of the Academy of Marketing Science | Published |
| How to Help Your CMO Boost Global Growth | Kumar, V., Borah, S.B., Sharma, A. and Akella | 2021 | Harvard Business Review | Published |
| Digital Analytics: Modeling for Insights and New Methods | Gupta, Shaphali, Leszkiewicz, Agata, Kumar, V., Bijmolt, Tammo, Potapov, Dmitriy | 2021 | Journal of Interactive Marketing | Published |
| From Customer-, to Actor-, to Stakeholder Engagement: Taking Stock, Conceptualization, and Future Directions | Hollebeek, L., V Kumar, and R. Srivasatava | 2022 | Journal of Service Research | Published |
| Can Artificial Intelligence Overshadow Human Intelligence | Kumar, V., A Dixit, R. Javalgi, and N. Turken | 2022 | Management and Business Review | Published |
| Money or Friendship? Winning over Customers | Kim, Kihyun H. and V. Kumar | 2021 | Management and Business Review | Published |
| It Takes Two to Tango: Statistical Modeling and Machine Learning | Kumar, V. and Mani Vannan | 2022 | Journal of Global Scholars of Marketing Science | Published |
| Developing Firms’ Growth Approaches as a Multidimensional Decision to Enhance Key Stakeholders’ Wellbeing | Kumar, V and D. Ramachandran | 2021 | International Journal of Research in Marketing | Published |
| New Perspectives on Business Model Innovations in Emerging Markets | Kumar, V. and R. Srivastava | 2020 | Journal of the Academy of Marketing Science | Published |
| Influence of New-Age Technologies on Marketing: A Research Agenda | Kumar, V., Ramachandran, Divya and Binay Kumar | 2020 | Journal of Business Research | Published |
| Not All Social Media Posts Are Equal | Meire, Mattijs, Hewett, Kelly, Ballings, Michel, Kumar, V. and Dirk Van de Poel | 2020 | featured in Harvard Business Review | Published |
| Generating Competitive Intelligence with Limited Information: A Case of Multimedia Industry | Kumar, V., Saboo, Alok, Agarwal, Amit and Binay Kumar | 2020 | Production & Operations Management | Published |
| How Legacy Firms Can Embrace the Digital Ecosystem Via Digital Customer Orientation | Kopalle, Praveen K., Kumar, V., and Mohan Subramaniam | 2020 | Journal of the Academy of Marketing Science | Published |
| The Role of Marketer-Generated Content in Customer Engagement Marketing | Meire, Mattijs, Hewett, Kelly, Ballings, Michel, Kumar, V. and Dirk Van de Poel | 2019 | Journal of Marketing | Published |
| Robotics for Customer Service: A Useful Complement or an Ultimate Substitute? | Xiao, L and V. Kumar | 2019 | Journal of Service Research | Published |
| Understanding the Role of Artificial Intelligence in Personalized Engagement Marketing | Kumar, V., Rajan, Bharath, Venkatesan, Rajkumar and Jim Lecinski | 2019 | California Management Review | Published |
| Getting More Likes: The Impact of narrative Person and Brand Image on Customer-brand Interactions | Chang, Yaping, Li, You, Yan, Jun and V. Kumar | 2019 | Journal of the Academy of Marketing Science | Published |
| Driving the Growth of M- Wallets in Emerging Markets: A Retailer’s Perspective | Kumar, V., Nim, Nandini and Amalesh Sharma | 2018 | Journal of the Academy of Marketing Science | Published |
| Modeling Emerging Market Firms’ Competitive Price and Retail Distribution Strategies | Sharma, Amalesh, Kumar, V., and Koray Cosguner | 2019 | Journal of Marketing Research | Published |
| Customer Engagement in Service | Kumar, V., Rajan, Bharath, Gupta, Shaphali and Ilaria Dalla Pozza | 2019 | Journal of the Academy of Marketing Science | Published |
| Investigating the Influence of Characteristics of New Product Introduction Process on Firm Value: The Case of Pharmaceutical Industry | Sharma, Amalesh, Saboo, Alok and V. Kumar | 2018 | Journal of Marketing | Published |
| Finding the Perfect Pace for Product Launches | Sharma, A., Saboo, A., and V. Kumar | 2018 | Harvard Business Review | Published |
| Assessing the Relative Impact of Major Sources of Innovation on the Brand Equity of a Firm: A Conceptual Framework and Propositions | Kumar, V., Anand, Ankit and Nandini Nim | 2018 | Review of Marketing Research, Emerald Group Publishing Limited | Published |
| What Drives a Salesperson’s Goal Achievement? An Empirical Examination | Kumar, V., Goreczny, Ashley and Todd Maurer | 2018 | Journal of Business and Industrial Marketing | Published |
| Unlocking the power of marketing: understanding the links between customer mindset metrics, behavior, and profitability | Petersen, J. Andrew, Kumar, V., Polo, Yolanda and F. Javier Sese | 2018 | Journal of the Academy of Marketing Science | Published |
| The Relative Influence of Economic and Relational Direct Marketing Communications on Buying Behavior in B2B Markets | Kim, Kihyun H. and V. Kumar | 2018 | Journal of Marketing Research | Published |
| A Theory of Customer Valuation: Concepts, Metrics, Strategy, and Implementation | Kumar, V | 2018 | Journal of Marketing | Published |
| M-Wallets: Marketing Power or a Hype | Kumar, V., Nim, Nandini and Amalesh Sharma | 2017 | Journal of World Marketing Summit | Published |
| Do Loyal Customers Really Pay More for Services? | Umashankar, Nita, Bhagwat, Yashoda and V. Kumar | 2017 | Journal of the Academy of Marketing Science | Published |
| Analyzing Client Profitability across Diffusion Segments for a Continuous Innovation | Sood, Ashish and V. Kumar | 2017 | Journal of Marketing Research | Published |
| Dynamically Managing a Profitable Email Marketing Program | Zhang, Xi, Kumar, V. and Koray Cosguner | 2017 | Journal of Marketing Research | Published |
| Assessing the Impact of Customer Concentration on IPO and Balance-Sheet Based Outcomes | Saboo, Alok, Kumar, V. and Ankit Anand | 2017 | Journal of Marketing | Published |
| Engaging Customers in the App World through Smart Analytics | Kumar, V., Dogan, Orhan and Avishek Lahiri | 2017 | Mind Your Marketing | Published |
| What’s In It for Me? The Creation and Destruction of Value for Firms from Stakeholders | Kumar, V. and Bharath Rajan | 2017 | Journal of Creating Value | Published |
| How to Predict Turnover on Your Sales Team | Sundar, Sarang, Kumar, V., Goreczny, Ashley and Todd Maurer | 2017 | Harvard Business Review | Published |
| The Role of University Research Centers in Producing Scholarly Research | Kumar, V | 2017 | Journal of the Academy of Marketing Science | Published |
| Leveraging marketing analytics to improve firm performance: Insights from implementation | Kumar, V. and Amalesh Sharma | 2017 | Applied Marketing Analytics | Published |
| Linking Customer Behaviors to Cash Flow Level & Volatility: Implications for Marketing Practices | Shah, Denish, Kumar, V., Kim, Kihyun H. and Jeewon (Brianna) Choi | 2017 | Journal of Marketing Research | Published |
| Why do Salespeople Quit? An Empirical Examination of Own & Peer Effects on Salesperson Turnover Behavior | Sundar, Sarang, Kumar, V., Goreczny, Ashley and Todd Maurer | 2017 | Journal of Marketing Research | Published |
| Influencing Acquisition Performance: Role of Innovation and Relational Overlap | Kumar, V., Saboo, Alok, Chakravarty, Anindita and Sharma Amalesh | 2017 | Journal of Marketing Research | Published |
| Customer Engagement – The Construct, Antecedents and Consequences | Pansari, Anita and V. Kumar | 2017 | Journal of the Academy of Marketing Science | Published |
| Assessing the Influence of Strategic Marketing Research on Generating Impact: Moderating roles of Models, Journals and Estimation Approaches | Kumar, V., Sharma, Amalesh, and Shaphali Gupta | 2017 | Journal of the Academy of Marketing Science | Published |
| Integrating Theory and Practice in Marketing | Kumar, V | 2017 | Journal of Marketing | Published |
| Evaluating the Impact of Social Media Activities on Human Brand Sale | Saboo, Alok, Kumar, V. and G. Ramani | 2016 | International Journal of Research in Marketing | Published |
| Measuring the Lifetime Value of a Customer in the Consumer Packaged Goods (CPG) industry | Sundar, Sarang, Kumar. V, and Yi Zhao | 2016 | Journal of Marketing Research | Published |
| Mapping the Boundaries of Marketing: What Needs to be Known | Kumar, V., Keller, Kevin and Kay Lemon | 2016 | Journal of Marketing | Published |
| Is Customer Satisfaction a (Ir)Relevant Metric? | Kumar, V | 2016 | Journal of Marketing | Published |
| Creating and Enduring Customer Value | Kumar, V. and Werner Reinartz | 2016 | Journal of Marketing | Published |
| Competitive Advantage through Engagement | Kumar, V. and Anita Pansari | 2016 | Journal of Marketing Research | Published |
| Conceptualizing the Evolution and Future of Advertising | Kumar, V. and Shaphali Gupta | 2016 | Journal of Advertising | Published |
| An Investigation of Customer Accounting Systems As A Source Of Sustainable Competitive Advantage | Holm, Morten, Kumar, V. and Thomas Plenborg | 2016 | Advances in Accounting | Published |
| Winning Back Lost Customers | Kumar, V., Bhagwhat, Yashoda and Xi (Alan) Zhang | 2016 | Harvard Business Review | Published |
| Investigating How Word of Mouth Conversations About Brands Influence Purchase and Retransmission Intentions | Baker, Andrew, Donthu, Naveen and V. Kumar | 2016 | Journal of Marketing Research | Published |
| Research framework, strategies, and applications of intelligent agent technologies (IATs) in marketing | Kumar, V., Dixit, Ashutosh, Javalgi, Rajshekar (Raj) G. and Mayukh Dass | 2016 | Journal of the Academy of Marketing Science | Published |
| My Reflections on Publishing in Journal of Marketing (Editorial) | Kumar, V | 2016 | Journal of Marketing | Published |
| Insights for Decision Making in a Global and Digital Marketing Environment | Kumar, V. and Bharath Rajan | 2015 | Journal of World Marketing Summit (Issue dedicated to Phillip Kotler) | Published |
| Implementing Integrated Marketing Science Modeling at a Non-Profit Organization: Balancing Multiple Business Objectives at Georgia Aquarium | Kumar, V., Sharma, Amalesh, Donthu, Naveen and Carey Rountree | 2015 | Marketing Science | Published |
| Regaining “Lost” Customers: The Predictive Power of First Lifetime Behavior, the Reason for Defection, and the Nature of the Winback Offer | Kumar, V., Bhagwat, Yashoda and Xi (Alan) Zhang | 2015 | Journal of Marketing | Published |
| Who’s Your Most Valuable Salesperson? | Kumar, V., Sunder, Sarang, and Robert P. Leone | 2015 | Harvard Business Review | Published |
| Measuring the Benefits of Employee Engagement | Kumar, V. and Anita Pansari | 2015 | MIT Sloan Management Review | Published |
| Boosting the Demand in Experience Economy | Kumar, V., Sharma, Amalesh, Donthu, Naveen and Carey Rountree | 2015 | Harvard Business Review | Published |
| Perceived Risk, Product Returns, and Optimal Resource Allocation: Evidence from a Field Experiment | Petersen, J. Andrew and V. Kumar | 2015 | Journal of Marketing Research | Published |
| Diagnosing the Brand Performance: Accounting for the Dynamic Impact of Product Availability with Aggregate Data | Shah, Denish, Kumar, V. and Yi Zhao | 2015 | Journal of Marketing Research | Published |
| Marketing Communication Strategies and Consumer Financial Decision Making: Role of National Culture | Petersen, J. Andrew, Kushwaha, Tarun and V. Kumar | 2015 | Journal of Marketing | Published |
| Evolution of Marketing as a Discipline: What Has Happened and What to Look Out For (Editorial) | Kumar, V | 2015 | Journal of Marketing | Published |
| Managing Customer Profits: The Power of Habits | Shah, Denish, Kumar, V. and Kihyun (Hannah) Kim | 2014 | Journal of Marketing Research | Published |
| Measuring and Managing a Salesperson’s Future Value to the Firm | Kumar, V., Sunder, Sarang and Robert P. Leone | 2014 | Journal of Marketing Research | Published |
| Assessing the Influence of Economic and Customer Experience Factors on Service Purchase Behaviors | Kumar, V., Umashankar, Nita, Kim, Kihyun (Hannah) and Yashoda Bhagwat | 2014 | Marketing Science | Published |
| My Plans for the Journal of Marketing, An Editor-in-Chief’s Perspective (Editorial) | Kumar, V | 2014 | Journal of Marketing | Published |
| Sustainability and Branding: An Integrated Perspective | Kumar, V. and Angeliki Christodoulopoulou | 2014 | Industrial Marketing Management | Published |
| The Construct, Measurement, and Impact of Employee Engagement: a Marketing Perspective | Kumar, V. and Anita Pansari | 2014 | Customer Needs and Solutions | Published |
| Brand Licensing: What Drives Royalty Rates? | Jayachandran, Satish, Kaufman, Peter, Kumar, V., and Kelly Hewett | 2013 | Journal of Marketing | Published |
| Predicting Purchase Timing, Product Choice, and Purchase Amount for a Firm’s Adoption of a Radically Innovative Information Technology: An Analysis of Cloud Computing Services | Bohling, Timothy, Kumar, V. and Riddhi Shah | 2013 | Service Science | Published |
| Creating a Measurable Social Media Marketing Strategy: Increasing the Value and ROI of Intangibles & Tangibles for Hokey Pokey | Kumar, V., Bhaskaran, Vikram, Mirchandani, Rohan and Milap Shah | 2013 | Marketing Science | Published |
| Data-Driven Services Marketing in a Connected World | Kumar, V., Chattaraman, Veena, Neghina, Carmen, Skiera, Bernd, Aksoy, Lerzan, Buoye, Alexander and Joerg Henseler | 2013 | Journal of Service Management | Published |
| Sustainability as a Corporate Culture of a Brand for Superior Performance | Gupta, Suraksha and V. Kumar | 2013 | Journal of World Business | Published |
| Defining, Measuring and Managing Business Reference Value | Kumar, V., Petersen, A. and R. P. Leone | 2013 | Journal of Marketing | Published |
| The Dark Side of Cross-Selling | Shah, Denish and V. Kumar | 2012 | Harvard Business Review | Published |
| Increasing the ROI of Social Media Marketing | Kumar, V. and Rohan Mirchandani | 2012 | MIT Sloan Management Review | Published |
| The Perils of Social Coupon Campaigns | Kumar, V. and Bharath Rajan | 2012 | MIT Sloan Management Review | Published |
| Unprofitable Cross- buying: Evidence from Consumer & Business Markets | Shah, Denish, Kumar, V., Yingge, Qu and Sylia Chen | 2012 | Journal of Marketing | Published |
| Social Coupons as a Marketing Strategy: A Multifaceted Perspective | Kumar, V. and Bharath Rajan | 2012 | Journal of the Academy of Marketing Science | Published |
| Measuring Customer Profitability in Complex Environments: An Interdisciplinary Contingency Framework | Holm, Morten, Kumar, V. and Carsten Rohde | 2012 | Journal of the Academy of Marketing Science | Published |
| Will the Frog Change into a Prince? Predicting Future Customer Profitability | Rust, Roland T., Venkatesan, Rajkumar and V. Kumar | 2011 | International Journal of Research in Marketing | Published |
| Assessing the Effect of Marketing Investments in a Business Marketing Context | Kumar, V., Sriram, S., Luo, Anita Man and Pradeep Chintagunta | 2011 | Marketing Science | Published |
| Can Marketing Lift Stock Prices? | Kumar, V. and Denish Shah | 2011 | MIT Sloan Management Review | Published |
| Is Market Orientation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing? | Kumar, V., Jones, Eli, Venkatesan, Rajkumar and R.P. Leone | 2011 | Journal of Marketing | Published |
| Uncovering Implicit Customer Needs for Determining Explicit Product Positioning: Growing Prudential Annuities Variable Annuity Sales | Kumar, V. and Denish Shah | 2011 | Marketing Science | Published |
| Calculating, Creating, and Claiming Value in Business Markets: Status and Research Agenda | Lilien, Gary, Bowman, Douglas, Ding, Min, Grewal, Rajdeep, Griffin, Abbie, Kumar, V., Narayandas, Das, Peres, Renana and Raji Srinivasan | 2010 | Marketing Letters | Published |
| Undervalued Customers: Capturing Total Customer Engagement Value | Kumar, V., Aksoy, Lerzan, Donkers, Bas, Wiesel, Thorsten, Venkatesan, Rajkumar and Sebastian Tillmanns | 2010 | Journal of Service Research | Published |
| A Customer Lifetime Value-based Approach to Managing Marketing in the Multichannel, Multimedia Retailing Environment | Kumar, V | 2010 | Journal of Interactive Marketing | Published |
| Driving Profitability by Encouraging Customer Referrals: Who, When and How | Kumar, V., Petersen, J. Andrew and R. P. Leone | 2010 | Journal of Marketing | Published |
| Can Product Returns Make You Money? | Petersen, J. Andrew and Kumar V | 2010 | MIT Sloan Management Review | Published |
| Listen to the Customer | Kumar, V. and Yashoda Bhagwat | 2010 | Marketing Research: A Magazine of Management and Applications | Published |
| Implementing Profitability through a Customer Lifetime Value Framework | Kumar, V., Venkatesan, Rajkumar and Bharath Rajan | 2009 | Marketing Intelligence Review | Published |
| The Impact of CRM Implementation on Cost and Profit Efficiencies: Evidence from US Commercial Banking Industry | Krasnikov, Alexander, Jayachandran, Satish and V. Kumar | 2009 | Journal of Marketing | Published |
| Expanding the Role of Marketing: From Customer Equity to Market Capitalization | Kumar, V. and Denish Shah | 2009 | Journal of Marketing | Published |
| Nurturing the Right Customers | Kumar, V. and Bharath Rajan | 2009 | Strategic Finance | Published |
| Are Product Returns a Necessary Evil? Antecedents and Consequences | Petersen, J. Andrew, and V. Kumar | 2009 | Journal of Marketing | Published |
| Reversing the Logic: The Path to Profitability through Relationship Marketing | Kumar, V., Dalla Pozza, Ilaria, Peterson, J. Andrew and Denish Shah | 2009 | Journal of Interactive Marketing | Published |
| Marketing-Mix Recommendation to Manage Value Growth at P&G Asia Pacific | Kumar, V., Fan, Jia, Gulati, Rohit and P. Venkat | 2009 | Marketing Science | Published |
| Profitable Customer Management: Measuring and Maximizing Customer Lifetime Value | Kumar, V. and Bharath Rajan | 2009 | Management Accounting Quarterly | Published |
| Putting One-to-One Marketing to Work: Personalization, Customization and Choice | Arora, Neeraj, Ghose, Anindya, Hess, James D., Iyengar, Raghuram, Jing, Bing, Joshi, Yogesh, Kumar, V., Lurie, Nicholas, Neslin, Scott, Sajeesh, S., Meng, Su, Syam, Niladri, Thomas, Jacquelyn and Z. John Zhang | 2008 | Marketing Letters | Published |
| Performance Implications of Adopting a Customer-Focused Sales Campaign | Kumar, V., Venkatesan, Rajkumar and Werner Reinartz | 2008 | Journal of Marketing | Published |
| Research before you Leap: Does Cross- Sell Always Lead to Higher Profits? | Kumar, V. and Denish Shah | 2008 | Marketing Research: A Magazine of Management and Applications | Published |
| The Power of CLV: Managing Customer Lifetime Value at IBM | Kumar, V., Venkatesan, Rajkumar, Bohling, Timothy R and Denise Beckmann | 2008 | Marketing Science | Published |
| Interaction Orientation & Firm Performance | Ramani, Girish and V. Kumar | 2008 | Journal of Marketing | Published |
| Customer Lifetime Value: The Path to Profitability | Kumar, V | 2007 | Foundations and Trends in Marketing | Published |
| Optimal CRM using Bayesian Decision Theory: An application for Customer Selection | Venkatesan, Rajkumar, Kumar, V. and Timothy R. Bohling | 2007 | Journal of Marketing Research | Published |
| How Valuable is Word of Mouth? | Kumar, V., Petersen, J. Andrew and Robert P. Leone | 2007 | Harvard Business Review | Published |
| Multi-Channel Shopping: Causes and Consequences | Venkatesan, Rajkumar, Kumar V. and Nalini Ravishankar | 2007 | Journal of Marketing | Published |
| Measuring and Maximizing Customer Equity: A Critical Analysis | Kumar, V. and Morris George | 2007 | Journal of the Academy of Marketing Science | Published |
| Profitable Relationships | Kumar, V | 2006 | Marketing Research: A Magazine of Management and Applications | Published |
| CLV: A Databased Approach | Kumar, V | 2006 | Journal of Relationship Marketing | Published |
| Managing Customers for Value: An Overview and Research Agenda | Kumar, V., Lemon, Katherine N. and A. Parasuraman | 2006 | Journal of Service Research | Published |
| Modeling Customer Lifetime Value | Gupta, Sunil, Hanssens, Dominique, Hardie, Bruce, Kahn, William, Kumar, V., Lin, Nathaniel, Ravishanker, Nalini and S. Sriram | 2006 | Journal of Service Research | Published |
| Knowing What to Sell, When, to Whom | Kumar, V., Venkatesan, Rajkumar and Werner Reinartz | 2006 | Harvard Business Review | Published |
| Using a Customer Level Marketing Strategy to Enhance Firm Performance: A Review of Theoretical and Empirical Evidence | Kumar, V. and J. Andrew Petersen | 2005 | Journal of the Academy of Marketing Science | Published |
| Who are the Multichannel Shoppers and How do they Perform?: Correlates of Multichannel Shopping Behavior | Kumar, V. and Rajkumar Venkatesan | 2005 | Journal of Interactive Marketing | Published |
| Balancing Acquisition and Retention Resources to Maximize Customer Profitability | Reinartz, Werner, Thomas, Jacquelyn and V. Kumar | 2005 | Journal of Marketing | Published |
| A Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy | Venkatesan, Rajkumar and V. Kumar | 2004 | Journal of Marketing | Published |
| Measuring Marketing Productivity: Current Knowledge and Future Directions | Rust, Roland, Ambler, Tim, Carpenter, Gregory S., Kumar, V. and Rajendra K. Srivastava | 2004 | Journal of Marketing | Published |
| Maximizing ROI or Profitability: Is One Better than the Other | Kumar, V. and J. Andrew Petersen | 2004 | Marketing Research: A Magazine of Management and Applications | Published |
| Customer Lifetime Value Approaches and Best Practice Applications | Kumar, V., Ramani, Girish and Timothy R. Bohling | 2004 | Journal of Interactive Marketing | Published |
| Getting the Most out of All Your Customers | Thomas, Jacquelyn, Werner Reinartz and V. Kumar | 2004 | Harvard Business Review | Published |
| Leveraging Superior Marketing Tools to Maximize Profits | Kumar, V | 2004 | Strategic Marketing | Published |
| Taking CLV Analysis to the Next Level | Kumar, V. and Girish Ramani | 2004 | Journal of Integrated Marketing Communications | Published |
| Antecedents and Consequences of Relationship Intention: Implications for Transaction and Relationship Marketing | Kumar, V., Bohling, Timothy R. and Rajendra N. Ladda | 2003 | Industrial Marketing Management | Published |
| The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration | Reinartz, Werner and V. Kumar | 2003 | Journal of Marketing | Published |
| The Mismanagement of Customer Loyalty | Reinartz, Werner and V. Kumar | 2002 | Harvard Business Review | Published |
| Telecommunications Demand Forecasting – A Review | Fildes, Robert and Kumar, V | 2002 | International Journal of Forecasting | Published |
| Marketing Actions and the Value of Customer Assets: A Framework for Customer Asset Management | Berger, Paul D., Bolton, Ruth N., Bowman, Douglas, Briggs, Elten, Kumar, V., Parsuraman, A. and Creed Terry | 2002 | Journal of Service Research | Published |
| Six Steps to Better Decision Models | Kumar, V. and Timothy R. Bohling | 2002 | Marketing Research: A Magazine of Management and Applications | Published |
| A Model to Explain Shareholder Returns: Marketing Implications | Kumar, V., Ramaswami, Sridhar N. and Rajendra K. Srivastava | 2000 | Journal of Business Research | Published |
| On the Profitability of Long-Life Customers in a Noncontractual Setting: An Empirical Investigation and Implications for Marketing | Reinartz, Werner and V. Kumar | 2000 | Journal of Marketing | Published |
| Impact of a Late Entrant on the Diffusion of a New Product / Service | Krishnan, Trichy V., Bass, Frank M. and V. Kumar | 2000 | Journal of Marketing Research | Published |
| State-of-the-Art in Brand Equity Research: What We Know and What Needs to be Known | Kumar, V. and Jaishankar Ganesh | 1995 | Australasian Journal of Market Research | Published |
| Customer’s Role in Continuous Quality Improvement Process | Kumar, V. and Velavan Subramaniam | 1995 | Australasian Journal of Market Research | Published |
| Attribute Order and Product Familiarity Effects in Decision Tasks Using Conjoint Analysis | Kumar, V. and Gary J. Gaeth | 1991 | International Journal of Research in Marketing | Published |