Publications
Publications by Abbie Griffin
Evaluation of Substantive Issues in Marketing
Calculating, Creating, and Claiming Value in Business Markets: Status and Research Agenda
Authors: Gary Lilien
Douglas Bowman
Min Ding
Rajdeep Grewal
Abbie Griffin
V. Kumar
Das Narayandas
Renana Peres
Raji Srinivasan
Published: 2010
Published In: Marketing Letters
Volume: 21 Issue: 3 Pages: 287-299
Volume: 21 Issue: 3 Pages: 287-299
Abstract
About Dr. V. Kumar
Dr. V Kumar, or VK as he is more popularly known in the academic and professional circles, is the Richard and Susan Lenny Distinguished Chair Professor in Marketing, the Executive Director of the Center for Excellence in Brand and Customer Management...
The Legends in Marketing series captures the essence of the most important contributions made in the field of marketing in the past hundred years. It reproduces the seminal works of the legends in the field, which is supplemented by interviews of the...