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Kumar,
V. and Girish Ramani (2007),
“Interaction Orientation: The New
Measure of Marketing Capabilities,”.
MSI Working Paper Series, Report
# 07-100. |
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Venkatesan, R., V. Kumar
and T. Bohling (2005), “A Comparison
of Metrics for Selecting Profitable
Customers”, MSI Working Paper Series,
Report # 05-121. |
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Venkatesan, R. and V. Kumar (2003),
“Using Customer Lifetime Value in
Customer Selection and Resource
Allocation,” MSI Working Paper Series,
Report # 03-112. |
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Balasubramanian,
Siva K. and Kumar, V. (1990),
"Analyzing Variations in Advertising
and Promotional Expenditures:
Key Correlates in Consumer, Industrial
and Service Markets,", Special
Report # 90 - 109. |
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Kumar,
V. and R. Leone (1989), "Measuring
the Effect of Retail Store Promotions
on Brand and Store Substitution,"
Special Report # 89 - 100. |
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Rust,
R., Price, L. and Kumar, V. (1985),
"EEG Response to Advertisements
in Print and Broadcast Media,"Report
# 85 - 111. |
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