Publications
Publications by Gary J Gaeth
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
Attribute Order and Product Familiarity Effects in Decision Tasks Using Conjoint Analysis
Published: June 1991
Published In: International Journal of Research in marketing
Volume: 8 Issue: June Pages: 113-124
Volume: 8 Issue: June Pages: 113-124
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...