Publications
Published in Journal of the Academy of Marketing Science Online First
Evaluation of Substantive Issues in Marketing
Measuring Customer Profitability in Complex Environments: An Interdisciplinary Contingency Framework
Published: June 2011
Published In: Journal of the Academy of Marketing Science Online First
Issue: June Pages: 1-15
Issue: June Pages: 1-15
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...