Dr. Kumar was recently selected as a "Legend in Marketing", and his research work will be compiled and featured in the forthcoming "Legends in Marketing" Series, edited by Dr. Jagdish Sheth (Series Editor) and published by the Sage Publications. Other marketing scholars declared as Legends include Richard Bagozzi, Shelby Hunt, Philip Kotler, Naresh Malhotra, Kent Monroe, Jagdish Sheth, Yoram "Jerry" Wind, and Gerald Zaltman.

The objective of this series is to ensure that the marketing scholar's legacy is widely disseminated to the next generation of marketing researchers, and to preserve this body of knowledge as a legacy in the field of Marketing. The research work of the Legend will be organized into 6 - 10 volumes by topics and themes in the Legends Series. Each volume in this series will have a Volume Editor who will write an introductory article about the Legend and 3 - 4 commentaries on the Legends' work by three scholars in marketing.