Publications
Publications by Pradeep Chintagunta
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
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...