Publications
Publications by Anita Luo
Evaluation of Substantive Issues in Marketing
Assessing the Effect of Marketing Investments in a Business Marketing Context
Published: September 2011
Published In: Marketing Science
Volume: 30 Issue: 5 Pages: 924-940
Volume: 30 Issue: 5 Pages: 924-940
Integrating Purchase Timing, Choice and Quantity Decisions Models: A Review of Model Specifications, Estimations and Applications
Published: 2008
Published In: Revie of Marketing Research
Volume: 4 Issue: 1 Pages: 63-91
Volume: 4 Issue: 1 Pages: 63-91
Development of New Methodology
Recovering Hidden Buyer-Seller Relationship States to Measure the Return on Marketing Investment in B2B Markets
Published: 2013
Published In: Journal of Marketing Research
Volume: 50 Issue: 1 Pages: 143-160
Volume: 50 Issue: 1 Pages: 143-160
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...