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EVALUATION OF SUBSTANTIVE ISSUES IN
MARKETING |
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Arora
N., A. Ghose, J. Hess, R. Iyengar,
B. Jing, Y. Joshi, V. Kumar,
N. Lurie, S. Neslin, S. Sajeesh, M.
Su, N. Syam, J. Thomas, Z. Zhang.,
“Putting One-to-One Marketing to Work:
Personalization, Customization and
Choice”, forthcoming, Marketing
Letters. |
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Kumar
V., Jia Fan, R. Gulati, P.
Venkat “Marketing-Mix Recommendation
to Manage Value Growth at P&G
Asia Pacific”, forthcoming, Marketing
Science. |
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Kumar,
V., I. Pozza, A. Petersen,
D. Shah “Reversing the logic: The
Path to Profitability”, forthcoming,
Journal of Interactive Marketing. |
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Kumar,
V., Rajkumar Venkatesan,
Timothy Bohling and Denise Beckmann,
“The Power of CLV: Managing Customer
Lifetime Value at IBM”, forthcoming,
Marketing Science. |
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Kumar,
V., M. George and J. Pancras,
“Cross-Buy: Correlates and Consequences”,
forthcoming, Journal of Retailing. |
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Kumar,
V., R Venkatesan and W.
Reinartz, “A Purchase Sequence Framework
for Targeting the Right Products
to the Right Customers at the Right
Time”, forthcoming, Journal
of Marketing. |
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