readings

All these links would work, only when you are signed in to the GSU network

Readings for the EMBA class.

1.      Why Service Stinks,” Business Week, October 23, 2000 – http://web.b.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=3b26cb53-1b39-422d-a966-1cc482d87961%40sessionmgr114&vid=4&hid=118

2.      The Perils of Social Coupon Campaigns”, V. Kumar and Bharath Rajan (2012), Sloan Management Review, Vol. 53 (4), pp. 15 – 16. – http://search.proquest.com/docview/1023762095?accountid=11226

3.      Competing on Analytics,” Thomas H. Davenport, Harvard Business Review, Jan 1, 2006 – http://www.insightdata.com.au/mirror/hbr/CompetingOnAnalyticsHBR2006.pdf

4.      The Mismanagement of Customer Loyalty”; W. Reinartz and V Kumar, Harvard Business Review, July 2002-  http://eds.b.ebscohost.com/eds/pdfviewer/pdfviewer?sid=c812ddfe-af41-4081-9410-501e7ead49e0%40sessionmgr111&vid=7&hid=115  

5.   Building and sustaining profitable customer loyalty for the 21st century,” V. Kumar, and D. Shah, Journal of Retailing, 2004. – http://www.sciencedirect.com/science/article/pii/S0022435904000636

6.   “Knowing What to Sell, When, and to Whom,” V. Kumar, R. Venkatesan, and W. Reinartz, Harvard Business Review, March 2006 –http://sat.xlri.ac.in/sat_ais/resource/resdb/DB12/DB12-1/POMDB12-1/Knowing_what_to_sell_(R0603J).pdf

7.   What Drives Customer Equity”; Lemon, Rust and Zeithaml, Marketing Management, Spring 2001. – http://www.markenlexikon.com/d_texte/customer_equity_drivers_2001.pdf

8.   “Getting the Most Out of All Your Customers,” J. Thomas, W. Reinartz, and V. Kumar, Harvard Business Review, July/August 2004. – http://eds.b.ebscohost.com/eds/pdfviewer/pdfviewer?vid=2&sid=8500f371-53b2-4991-b437-3ec638c6b528%40sessionmgr110&hid=115

9.   How Valuable Is Word of Mouth?” V Kumar, J. Andrew Petersen, Robert P. Leone, Harvard Business Review, 2007 – http://eds.b.ebscohost.com/eds/pdfviewer/pdfviewer?sid=8500f371-53b2-4991-b437-3ec638c6b528%40sessionmgr110&vid=4&hid=115

10.  Increasing the ROI of Social Media Marketing”, V. Kumar and Rohan Mirchandani, MIT Sloan Management Review, Fall 2012. –http://search.proquest.com/docview/1115278029?accountid=11226

11.  “The Dark Side of Cross-selling”, Denish Shah and V. Kumar, Harvard Business Review, 2012 –
http://eds.b.ebscohost.com/eds/pdfviewer/pdfviewer?vid=2&sid=6197adb8-ea4d-446c-b01c-add276b5d3d3%40sessionmgr113&hid=115 

12.  Can Marketing Lift Stock Prices?” V Kumar and Denish Shah (2011), Sloan Management Review, Vol. 52 (4), pp. 24 – 26- http://search.proquest.com/docview/875531973?accountid=11226