Research Productivity

Forthcoming Papers

• Kumar, V., and Denish Shah, “Uncovering Implicit Customer Needs for Determining Explicit Product Positioning: Growing Prudential Annuities' Variable Annuity Sales,” forthcoming, Marketing Science.
• Kumar, V., and Yashoda Bhagwat, “Listen to Your Customers.”, forthcoming, Marketing Research: A Magazine of Management and Applications.
• Kumar, V., Eli Jones, Rajkumar Venkatesan and R.P. Leone, “Is Market Orientation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing?”, forthcoming, Journal of Marketing.
• Petersen, J. Andrew, and V. Kumar, “Are Product Returns a Bitter Pill to Swallow for the Marketers?”, forthcoming, Sloan Management Review.
• Kumar, V., A. Petersen and R. P. Leone, “Driving Profitability by Encouraging Customer Referrals: Who, When and How”, forthcoming, Journal of Marketing.
• Kumar, V., Lerzan Aksoy, Bas Donkers, Thorsten Wiesel, Rajkumar Venkatesan and Sebastian Tillmanns, "Undervalued Customers: Capturing Total Customer Engagement Value", forthcoming, Journal of Service Research.
• Lilien, Gary, Douglas Bowman, Min Ding, Rajdeep Grewal, Abbie Griffin, V. Kumar, Das Narayandas, Renana Peres, and Raji Srinivasan, "Calculating, Creating, and Claiming Value in Business Markets: Status and Research Agenda", forthcoming, Marketing Letters.
• Kumar, V., and Bharath Rajan, “Maximizing Value from Customers: Concepts and Strategies Value”, forthcoming, Strategic Finance.

Journal Publications

• 2009 - 2011 Publications
  • Kumar, V., “A Customer Lifetime Value-based Approach to Managing Marketing in the Multichannel, Multimedia Purchasing Environment” Journal of Interactive Marketing, Vol. 24 (2), May, pp. 71 – 85.
  • Petersen, J. Andrew, and V. Kumar, “Can Product Returns Make you Money?”, Sloan Management Review, Vol. 51 (3), Spring 2010, pp. 85-89.
  • Alexander Krasnikov, Satish Jayachandran and V.Kumar, (2009) “The Impact of CRM Implementation on Cost and Profit Efficiencies: Evidence from US Commercial Banking Industry”, Journal of Marketing, Vol. 73(6), November, pp. 61-76.
  • Kumar, V., and Denish Shah, (2009) “Expanding the Role of Marketing: From Customer Equity to Market Capitalization”, Journal of Marketing, Vol. 73(6), November, pp. 119-136.
    (Winner of the 2009 MSI/H. Paul Root Award for the Best paper Published in the Journal of Marketing)
  • Petersen, J. Andrew, and V. Kumar, (2009) "Are Product Returns Necessary Evil? The Antecedents and Consequences of Product Returns", Journal of Marketing, Vol. 73 (May), pp. 35 – 51.
    (Finalist, the 2009 MSI/ H. Paul Root Award for the Best paper Published in the Journal of Marketing)
    (Finalist, the 2009 Harold H. Maynard Award for the Best paper Published in the Journal of Marketing)
  • Grewal, Dhruv, Michael Levy, and V. Kumar, (2009) "Customer Experience Management in Retailing: An Organizing Framework", Journal of Retailing. Vol. 85 (1), pp. 1 – 14.
  • Petersen, J. Andrew, Leigh McAlister, David J. Reibstein, Russell S. Winer, V. Kumar and Geoff Atkinson (2009), "Choosing the Right Metrics to Maximize Profitability and Shareholder Value", Journal of Retailing, Vol. 85 (1), pp. 95 – 111.
  • Kumar, V., and Bharath Rajan, (2009) “Profitable Customer Management: Measuring and Maximizing Customer Lifetime Value”, Management Accounting Quarterly Vol 10(3), pp. 1-18.
  • Kumar, V., Rajkumar Venkatesan and Bharath Rajan, (2009) "Implementing Profitability through a Customer Lifetime Value Framework", Marketing Intelligence Review, Vol. 2, December, pp. 32 – 43.
  • Kumar, V., Ilaria Dalla Pozza, J. Andrew Petersen, and Denish Shah, (2009) "Reversing the Logic: The Path to Profitability", Journal of Interactive Marketing, Vol. 23 (2), pp. 147 – 156.
  • Kumar, V., Jia Fan, Rohit Gulati, and P. Venkat, (2009) "Marketing-Mix Recommendation to Manage Value Growth at P&G Asia Pacific", Marketing Science, Vol. 28 (July – August), pp. 644 – 655.
  • Kumar, V., and Bharath Rajan, (2009) "Nurturing Profitable Customers", Strategic Finance, September, pp. 27-33.
• 2006 - 2008 Publications
  • Arora N., A. Ghose, J. Hess, R. Iyengar, B. Jing, Y. Joshi, V. Kumar, N. Lurie, S. Neslin, S. Sajeesh, M. Su, N. Syam, J. Thomas, Z. Zhang., (2008) “Putting One-to-One Marketing to Work: Personalization, Customization and Choice”, Marketing Letters, Vol 19, pp.305-321.
  • Kumar, V., R. Venkatesan and W. Reinartz, (2008) “Performance Implications of Adopting a Customer-Focused Sales Campaign”, Journal of Marketing, Vol. 72 (5), September, pp50-68.
  • Kumar, V., and Denish Shah, (2008) “Research before you Leap: Does Cross- Sell Always Lead to Higher Profits?”, Marketing Research: A Magazine of Applications, Vol. 20 (Fall), No.3, pp 26- 32.
  • Kumar, V., Rajkumar Venkatesan, Timothy Bohling and Denise Beckmann (2008), “The Power of CLV: Managing Customer Lifetime Value at IBM”, Marketing Science, Vol 27 (4), pp 585- 599.
  • Kumar, V., M. George and J. Pancras (2008), “Cross-buying in Retailing: Drivers and Consequences”, Journal of Retailing, Vol 84 (1), pp 15-25.
  • Ramani, G. and V. Kumar (2008), “Interaction Orientation & Firm Performance”, Journal of Marketing, Vol 72 (1), January, pp 27- 45.
    (Finalist for the 2008 Harold H. Maynard Award for the Best Paper Published in the Journal of Marketing)
  • Kumar, V., and Anita (Man) Luo (2008), “Integrating Purchase Timing, Choice and Quantity Decisions Models: A Review of Model Specifications, Estimations and Applications”, Review of Marketing Research, Vol. 4 (1), pp 63-91.
  • Kumar, V., (2007) “Customer Lifetime Value: The Path to Profitability”, Foundations and Trends in Marketing, Vol. 2 (1), pp 1-95.
  • Venkatesan, Rajkumar, V. Kumar and Timothy Bohling (2007), “Optimal CRM using Bayesian Decision Theory: An application for Customer Selection”, Journal of Marketing Research, Vol. 44 (4) November, pp.579-594.
  • Kumar, V., A. Petersen and R. P. Leone (2007), “How Valuable is the Word of Mouth?”, Harvard Business Review, (October), pp. 139-146.
  • Venkatesan, Rajkumar, V. Kumar and Nalini Ravishankar (2007), “Multi-Channel Shopping: Causes and Consequences”, Journal of Marketing, Vol. 71 (2) April, pp. 114-132.
  • Kumar, V. and Morris George (2007), “Measuring and Maximizing Customer Equity: A Critical Analysis”, Journal of the Academy of Marketing Science, Vol. 35 (2) June, pp. 157-171.
    (Winner of the 2007 Sheth Foundation Award for the Best Paper Published in Journal of the Academy of Marketing Science)
  • Kumar, V., Denish Shah and Rajkumar Venkatesan (2006), “Managing Retailer Profitability: One Customer at a time!”, Journal of Retailing, Vol. 82 (4), October, pp. 277 – 294.
  • V. Kumar (2006), “Profitable Relationships”, Marketing Research: A Magazine of Management and Applications, Vol. 18 (Fall), No.3, pp. 41-46.
  • Kumar, V. (2006), “Customer Lifetime Value: A Databased Approach”, Journal of Relationship Marketing (Special Issue on CRM -- Other contributors include Donald R. Lehmann, Sunil Gupta, Kay Lemon and Tim Keiningham), Vol. 5, Nos. 2/3, pp. 7-35.
  • V. Kumar, Katherine N. Lemon and A. Parasuraman (2006), “Managing Customers for Value: An Overview and Research Agenda”, Journal of Service Research, Vol. 9 (Nov), pp. 87-94.
  • Sunil Gupta, Dominique Hanssens, Bruce Hardie, William Kahn, V.Kumar, Nathaniel Lin, Nalini Ravishanker and S. Sriram (2006), “Modeling Customer Lifetime Value”, Journal of Service Research, Vol. 9 (Nov), pp. 139-155.
  • Kumar, V., R. Venkatesan and W. Reinartz (2006), “Knowing What to Sell, When to Whom”, Harvard Business Review, March, pp. 131-137.
• 2003 - 2005 Publications
  • Kumar, V. and J. Andrew Petersen (2005), “Using a Customer Level Marketing Strategy to Enhance Firm Performance”, Journal of the Academy of Marketing Science, Vol. 33 (4) Fall, pp. 505-519.
  • Kumar, V. and R. Venkatesan (2005), “Who are the Multichannel Shoppers and How do they Perform?: Correlates of Multichannel Shopping Behavior”, Journal of Interactive Marketing, Vol. 19 (2) Spring, pp. 44-62.
    (Winner of the Best Paper “Runner-Up” Award for the Paper Published in 2005 in the Journal of Interactive Marketing).
  • Reinartz, W., J. Thomas and V. Kumar (2005), “Balancing Acquisition and Retention Resources to Maximize Profitability”, Journal of Marketing, Vol. 69 (January), pp. 63-79.
    (Winner of the MSI/Paul H. Root Award (second time) for the Paper Published in Journal of Marketing in 2005 that best contributes to the practice of marketing).
  • Kumar, V. and S. Srinivasan (2005), “The Different Faces of Coupon Face Value Elasticity: Implications for Manufacturers and Retailers,” Journal of Retailing, Vol. 81 (1), pp. 1-25.
  • Kumar, V. and Denish Shah (2004), “Building and Sustaining Profitable Customer Loyalty for the 21st Century,” Journal of Retailing, Vol. 80 (4), pp. 317-330.
    (Ranked # 1 for the most downloaded article in the history of Journal of Retailing)
  • Kumar, V., V. Madan and S. Srinivasan (2004), “Price Discounts or Coupon Promotions: Does it matter?” Journal of Business Research, Vol. 57, pp. 933-941.
  • Kumar, V. and Denish Shah (2004), “Pushing and Pulling on the Internet”, Marketing Research: A Magazine of Management and Applications, Vol. 16 (1).
  • Venkatesan, R., T. V Krishnan and V. Kumar (2004), “Evolutionary Estimation of Macro-Level Diffusion Models Using Genetic Algorithms: An Alternative to Non Linear Least Squares,” Marketing Science, Vol. 23, No 3 (summer), pp. 451-464.
  • Venkatesan, R. and V. Kumar (2004), “A Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy,” Journal of Marketing, Vol. 68 (4) October, pp. 106-125.
    (Winner of the Donald R. Lehmann Award (second time) for the best Paper published in Journal of Marketing/ Journal of Marketing Research in a 2-year period (2003-2004), May 2005).
  • Rust, R., T. Ambler, G. Carpenter, V. Kumar and R. Srivastava (2004), “Measuring Marketing Productivity: Current Knowledge and Future Directions,” Journal of Marketing, Vol. 68 (4) October, pp. 76-89.
  • Kumar, V. and J. Andrew Petersen (2004), “Maximizing ROI or Profitability: Is One Better than the Other.” Marketing Research: A Magazine of Management and Applications, Vol. 16 (3) Fall, pp 28-34.
  • Kumar, V., G. Ramani and T. Bohling (2004), “Customer Lifetime Value Approaches and Best Practice Applications.” Journal of Interactive Marketing, Vol. 18 (3) Summer, pp. 60-72.
  • Thomas, J., W. Reinartz and V. Kumar (2004), “Getting the Most out of All Your Customers,” Harvard Business Review, (July- August), pp. 116-123.
  • Kumar, V. (2004), Leveraging Superior Marketing Tools to Maximize Profits," Strategic Marketing, Vol. 3 (2), pp.18-23.
  • Kumar, V. and G. Ramani (2004), “Taking Customer Lifetime Value Analysis to the Next Level,” Journal of Integrated Communications, published by Northwestern University, pp.27-33.
  • Kumar, V., T. Bohling and R. Ladda (2003), “Antecedents and Consequences of Relationship Intention: Implications for Transaction and Relationship Marketing,” Industrial Marketing Management, Vol. 32 (8), pp. 667-676.
  • Reinartz, W. and V. Kumar (2003), "The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration,” Journal of Marketing, Vol. 67 (1), pp. 77-99.
    (Winner of the MSI/Paul H. Root Award for the Paper Published in Journal of Marketing in 2003 that best contributes to the practice of marketing).
  • Kumar, V. (2003), “Global Diffusion Models: Back to the Future,” Handbook of Research in International Marketing, Publishers: Edward Elgar, pp. 379-401.
• 2000 - 2002 Publications
  • Reinartz, W. and V. Kumar (2002), “The Mismanagement of Customer Loyalty,” Harvard Business Review, (July), pp. 86-97.
  • Fildes, R. and V. Kumar (2002), “Telecommunications demand forecasting - a review”, International Journal of Forecasting, Vol. 18 (4), pp. 489-522.
  • Berger, P., R.Bolton, D.Bowman, E.Briggs, V. Kumar, A. Parsuraman and Creed Terry (2002), “Marketing Actions and the Value of Customer Assets: A Framework for Customer Asset Management,” Journal of Service Research, Vol. 5 (1), pp. 39-54.
  • Kumar, V., and T. Bohling (2002), “Six Steps to Better Decision Models,” Marketing Research: A Magazine of Management and Applications, Vol. 14 (2), pp. 8-12.
  • Venkatesan, R. and V. Kumar (2002), “A Genetic Algorithms Approach to Forecasting of Wireless Subscribers,” International Journal of Forecasting, Vol. 18 (4), pp. 625-646.
  • Kumar, V. Anish Nagpal and Rajkumar Venkatesan (2002), “Forecasting category sales and market share for wireless telephone subscribers: a combined approach,” International Journal of Forecasting, Vol. 18 (4), pp. 583-604.
  • Kumar, V. and Trichy V. Krishnan (2002), “Multinational Diffusion Models: Evolution Towards a New Framework,” Marketing Science, Vol. 21 (3), pp. 318-330.
  • Kumar, V. and Anish Nagpal (2001), “Segmenting Global Markets: Look Before You Leap,” Marketing Research: A Magazine of Management and Applications, (Spring), pp. 8-13.
  • Kumar, V. and T. Bohling (2001), “Decision Models Aid Research”, Marketing Research: A Magazine of Management and Applications, Vol. 13 winter, pp. 42-43.
  • Brodie, R., P. Danaher, V. Kumar and P. Leeflang (2001), "Principles of Market Share Forecasting.” Chapter in Principles of Forecasting: A Handbook for Researchers and Practitioners, Kluwer Publishers.
  • Kumar, V., S. Ramaswami and R. K. Srivastava (2000), “A Model for Predicting Stock Market Returns: Marketing Implications” Journal of Business Research, Vol. 50 (2), pp. 157-168.
  • Reinartz, W. and V. Kumar (2000), "On the Profitability of Long Lifetime Customers: An Empirical Investigation and Implications for Marketing," Journal of Marketing, Vol. 64 (October), pp. 17- 32.
    (Winner of the Donald R. Lehmann Award for the best Paper published in Journal of Marketing/ Journal of Marketing Research in a 2-year period (1999-2000), August 2001).
  • Krishnan, T., F. Bass and V. Kumar (2000), "Impact of a Late Entrant on the Diffusion of a New Product / Service," Journal of Marketing Research, Vol. 37, (May), pp. 269-278.
  • Kumar, V. and K. Karande (2000), "The Effect of Retail Environment on Retailer Performance," Journal of Business Research, Vol. 49 (2), pp. 167-181.
  • Armstrong, S., V. Morvitz and V. Kumar (2000), "Sales Forecasts for Existing Consumer Products and Services: Do Purchase Intentions Contribute to Accuracy," International Journal of Forecasting, Vol. 16, pp. 383-397.
    (Winner of the “Outstanding Paper Award” for the best paper published in a 2 year period (2000 – 2001) in the International Journal of Forecasting).
• Publications before 1999
  • Reinartz, W. and V. Kumar (1999), "Store -, Consumer -, and Market - Characteristics: The Drivers of Retail Performance," Marketing Letters, Vol. 10 (1), pp. 5-22.
  • Kumar, V., K. Karande and W. Reinartz (1998), “Measuring the Impact of Internal and External Reference Prices on Brand Choice; The Moderating Role of Contextual Variables,” Journal of Retailing, Vol. 74 (3), pp. 401-426.
  • Kumar, V., J. Ganesh and R. Echambadi (1998), "Cross-National Diffusion Research: What We Know and How Certain Are WE?" Journal of Product Innovation Management, Vol. 15 (3), pp. 255 - 268.
  • Balasubramaniam, Siva K. and V. Kumar (1997), "Explaining Variation in Advertising & Promotional Expenditures over Sales Ratio: A Re-Analysis," Journal of Marketing, Vol. 61 (1), pp. 85- 92.
  • Balasubramaniam, Siva K. and V. Kumar (1997), "Explaining Variation in Advertising & Promotional Expenditures over Sales Ratio: A Response, Research Criteria and Guidelines," Journal of Marketing, Vol. 61 (1), pp. 97-98.
  • Kumar, V. and Arun Pereira (1997), "Assessing the Competitive Impact of Type, Timing, Frequency and Magnitude of Retail Promotions," Journal of Business Research, Vol. 40 (1), September, pp. 1-14.
  • Ganesh, J., V. Kumar and V. Subramaniam (1997), "Cross - National Learning Effects in Global Diffusion Patterns: An Exploratory Investigation,” Journal of the Academy of Marketing Science, Vol. 25 (3), pp. 214-228.
  • Kumar, V. and V. Subramaniam (1997), “A Contingency Framework for the Mode of Entry Decision,” Journal of World Business, (formerly, Columbia Journal of World Business), 32 (1), pp.53-72.
  • Ganesh, Jaishankar and V. Kumar (1996), “Capturing the Cross- National Learning Effect: An Analysis of an Industrial Technology Diffusion,” Journal of the Academy of Marketing Science, Vol. 24 (Fall), pp. 328-337.
  • Kumar, V. and N. Albers (1996), "Identifying Factors for Successful Exporting by Small Businesses: Implications for Competitive Advantage," Revista de Estadistica, Vol. 8 (10), pp. 39-54.
  • Kumar, V. and J. Ganesh (1995), "The State-of-the-Art in Brand Equity Research: What is Known and What Needs to be Known," Australasian Journal of Market Research, Vol. 3 (1), pp. 3-22.
  • Kumar, V. and V. Subramaniam (1995), "Customer's Role in Continuous Quality Improvement Process," Australasian Journal of Market Research, Vol. 3 (2), pp. 3-14.
  • Kumar, V. and Kiran Karande (1995), "The Effect of Brand Characteristics and Retailer Policies on Response to Retail Price Promotions: Implications for Retailers,” Journal of Retailing, Vol. 71 (3), pp. 249-278.
  • Kumar, V., and A. Pereira (1995), "Explaining Variation in Sales Response to Retail Price Promotions," Journal of the Academy of Marketing Science, Vol. 23 (3), pp. 355-369.
  • Kumar, V., R. Leone and J. Gaskins (1995), "Aggregate and Disaggregate Sector Forecasting using Consumer Confidence Measures," International Journal of Forecasting, Vol. 11, pp. 361-377.
  • Kumar, V. (1994), "Forecasting Performance of Market Share Models: An Assessment, Additional Insights and Guidelines," International Journal of Forecasting, Vol. 10, pp. 295-312.
  • Kumar, V., A. Stam, and E. Joachimsthaler (1994), "An Interactive Multi-criteria Approach to Identifying Potential Foreign Markets," Journal of International Marketing, Vol.2 (1), pp. 29-52.
  • Kumar, V., A. Ghosh, and G. Tellis (1992), "A Decomposition of Repeat Buying," Marketing Letters, Vol. 3 (4), pp. 407-417.
  • Albers, N. and V. Kumar (1991), "International Direct Marketing Efforts: Are They Useful to Small Businesses in Establishing Consistent Patterns of Exporting?" Journal of Direct Marketing, Vol. 5 (4), pp. 29-38.
  • Kumar, V. and G. Gaeth (1991), "Attribute Order and Product Familiarity Effects in Decision Tasks Using Conjoint Analysis," International Journal of Research in Marketing, Vol. 8, (June), pp. 113-124.
  • Kumar, V., Roger A. Kerin and Arun Pereira (1991), "An Empirical Assessment of Merger and Acquisition Activities in Retailing," Journal of Retailing, Vol. 67 (3), pp. 321-338.
  • Kumar, V. and R. Leone (1991), "Nonlinear Mapping: An Alternative to Multidimensional Scaling for Product Positioning," the Journal of the Academy of Marketing Science, Vol. 19 (3), pp. 165-176.
  • Dyer, James, R. Lund, J. Larsen, V. Kumar and R. Leone (1990), "A Decision Support System for Prioritizing Oil and Gas Exploration Activities," Operations Research, Vol. 38 (3), pp. 386- 396.
  • Kumar, V. and T. Heath (1990), "A Comparative Study of Market Share Models Using Disaggregate Data," International Journal of Forecasting, Vol. 6 (2), pp. 163-174.
  • Balasubramaniam, Siva K. and V. Kumar, (1990), "Correlates of Marketing Communication Intensity in Consumer, Industrial and Service Markets," Journal of Marketing, Vol. 54(April), pp. 57-68.
  • Kumar, V. and R. Rust (1989), "Market Segmentation by Visual Inspection," Journal of Advertising Research, Vol. 29 (4), pp. 23- 29.
  • Kumar, V. and R. Leone (1988), "Measuring the Effect of Retail Store Promotions on Brand and Store Substitution," Journal of Marketing Research, Vol. 25, (May), pp. 178-185.
  • Kumar, V. (1988), "A Decision Model for Evaluating Job Alternatives," in the Special Issue on The State of the Art in Marketing Research in the Journal of the Academy of Marketing Science, Vol. 16 (1), pp. 103-113.

Invited Research Presentations

• 2009 - 2011 Research Presentations
  • “Towards a Customer Differentiated Strategy”
    Harvard Club,
    New York, NY, May 2010.
  • “Building a Differentiated, Loyal, and Profitable Customer Management Strategy”
    Kellogg School of Management,
    Northwestern University,
    Evanston, IL, May 2010.
  • “Advances in Marketing Strategy”
    Keynote Speaker,
    Albert Haring Symposium,
    Indiana University,
    Bloomington, IN, April 2010.
  • “Managing Brands and Customers for Profit”
    University of Arizona
    Tucson, AZ, March 2010.
  • "Linking CLV to Shareholder Value"
    Copenhagen Business School
    Denmark, November 2009.
  • "Managing Brands and Customers for Profit"
    Quartz Consulting
    Denmark, November 2009.
  • "Managing Customers for Profit"
    Advanced School of Marketing Research,
    American Marketing Association
    Atlanta, GA, November 2009.
  • "Measuring and Maximizing the Value from the Customer"
    Direct Marketing Association
    Atlanta, GA, October 2009.
  • "Bringing Marketing to Wall Street - The Role of CLV"
    Marketing Accountability Standards Board,
    Marketing Accountability Foundation
    Chicago, IL, August 2009.
  • "Measuring and Maximizing Customers' Lifetime, Brand and Referral Value"
    Singapore Management University,
    Institute of Service Excellence
    Singapore, July 2009.
  • "Expanding the Role of Marketing: From Customer Equity to Market Capitalization"
    Olin Business School,
    Washington University
    St. Louis, MO, June 2009.
  • "Expanding the Role of Marketing: From Customer Equity to Market Capitalization"
    Dartmouth College
    Hanover, NH, May 2009.
  • "Building a Profitable & Loyal Customer Management Strategy"
    Drexel University
    Philadelphia, PA, April 2009.
  • "Building a Profitable & Loyal Customer Management Strategy"
    Linkage Strategy,
    Bonita Springs, FL, March 2009.
  • "Expanding the Role of Marketing: From Customer Equity to Market Capitalization"
    Dartmouth College
    Hanover, NH, March 2009.
  • “Exploring the Link Between Customer Brand Value, Customer Referral Value and Customer Lifetime Value”
    Marketing Hightower Lecture,
    Goizueta Business School, Emory University,
    Atlanta, GA, February, 2009.
• 2006 - 2008 Research Presentations
  • “Managing Customers for Profit”,
    H.R. College of Commerce and Economics,
    Mumbai, India, December, 2008.
  • “A CLV Paradigm for the Pharmaceutical Industry”,
    Executive Presentation,
    The Organization of Pharmaceutical Producers of India (OPPI),
    Mumbai, India, December, 2008.
  • “Managing Customers for Profit”,
    Advanced School of Marketing Research,
    American Marketing Association,
    Atlanta, GA, November, 2008.
  • “A Hidden Markov Model Approach for Resource Allocation in B2B Markets”,
    Distinguished Visitor Speaker Session,
    Drexel University
    Philadelphia, PA, October, 2008.
  • “Targeting B2B Buyers”,
    Erin Anderson Conference,
    The Wharton School,
    Philadelphia, PA, October, 2008.
  • “The Influence of Interactive Marketing on Building a Profitable Brand & Customer Management Strategy”,
    Keynote Speech, DMEF Conference,
    Las Vegas, NV, October, 2008.
  • “Impact of Customer Referrals on Profitability”,
    Southern Methodist University
    Dallas, Texas, September, 2008.
  • “Metrics that Connect Customers and Offerings”,
    Marketing Science Institute,
    Conference on Marketing Metrics for the Connected Organization,
    Dallas, Texas, September 2008.
  • "Impact of Customer Referrals on Profitability",
    Customer Reference Forum,
    Berkeley, CA, February, 2008
  • "Can Marketing Be Made Both Accountable and Profitable?",
    Global Marketing Summit,
    Myrtle Beach, SC, February, 2008
  • "Brand is Dead. Long Live the Brand",
    Hyderabad International Convention Center (HICC),
    Hyderabad, India, February, 2008
  • "Implement Cutting-Edge Marketing Strategies For Maximizing Company's Growth and Profitability",
    Leadership, Innovation and Growth Program,
    New Delhi, India, January, 2008.
  • "CLV & Beyond" ,
    Hanken MBA Program,
    Swedish School of Business
    Helsinkin, Finland, September, 2007.
  • "Managing Customer for Profits" ,
    Customer Insights Center,
    Groningen University,
    Groningen, The Netherlands, June 2007.
  • "The Power of Word-of-Mouth Marketing",
    Marketing Camp, Texas A&M University,
    College Station, TX, April 2007
    
  • "Customer Loyalty and Profitability",
    American Marketing Association
    Advanced School of Marketing Research,
    Atlanta, GA, November, 2006
  • "Linking Customer Lifetime Value to Shareholder Value",
    American Marketing Association
    Sheth Doctoral Consortium,
    University of Maryland,
    College Park, MD, July, 2006
  • "Implementing CRM Strategies to Obtain Better Performance Metrics"
    AMA MPlanet Conference,
    Orlando, Florida, Nov/Dec, 2006
  • "The Effectiveness of CRM Strategy",
    Marketing Camp, University of Groningen,
    Groningen, NETHERLANDS, May 15 - 17, 2006
  • "Leveraging Marketing Metrics for Maximizing Customer Profitability",
    Marketing Metrics Conference,
    Austin, TX, May, 2006.
  • "Leveraging superior Marketing Tools for building a Forwardlooking CRM Strategy ",
    Marketing Science Institute Conference,
    Santa Monica, CA, March, 2006.
• 2003 - 2005 Research Presentations
  • "The Path to Higher Profitability",
    Research Seminar,
    University of Houston,
    Houston, TX, December, 2005.
  • "The Power of Customer Lifetime Value ",
    Research Seminar,
    University of Massachusetts,
    Amherst, MA, September, 2005.
  • "The Power of Customer Lifetime Value ",
    Alumni Networking Reception & Marketing Presentation
    organized by University of Connecticut School of Business,
    Boston, MA, September, 2005.
  • "Linking Brand Equity and Customer Equity",
    Zyman Institute of Brand Sciences,
    Emory University, Atlanta, Georgia, GA, June, 2005.
  • "Customer Relationship Management in Service Industries",
    E-BRC Workshop,
    Pennsylvania State University, PA, June, 2005.
  • "Profitable Management of Multichannel Shoppers",
    Marketing Research Camp,
    University of Maryland,
    College Park, MD, May, 2005.
  • "The Power of Customer Lifetime Value",
    Marketing Research Camp,
    New York University,
    New York, NY, May, 2005.
  • "The Effect of Multichannel Marketing on Shopping Behavior",
    New York University,
    New York, NY, May, 2005.
  • "The Power of Customer Lifetime Value",
    Distinguished Research Scholar Series,
    University of Tennessee,
    Knoxville, TN, April, 2005.
  • "The Power of Customer Lifetime Value",
    Research Seminar,
    University of North Carolina,
    Chapel Hill, NC, March, 2005.
  • "A Comparison of Marketing Metrics for Maximizing ROI”,
    Yale University & Marketing Science Institute,
    New Haven, CT, December, 2004.
  • "Allocating Acquisition and Retention Resources to Maximize Customer Profitability,"
    Marketing Science Institute Conference,
    London Business School,
    London, England, June, 2004.
  • “Implementing Customer Lifetime Value based Strategy,”
    Case Western Reserve University,
    Cleveland, OH, April, 2004.
  • “Measuring and Maximizing Customer Equity,”
    Georgia State University,
    GA, April, 2004.
  • “Marketing for Profits”,
    Georgia State University,
    Marketing Round Table,
    GA, April, 2004.
  • “Maximizing Customer Profitability”,
    Marketing Science Institute Conference,
    The Fuqua School of Business,
    Duke University, March, 2004.
  • “Linking Loyalty and Profitability in Financial Services”,
    ING Post Bank Program,
    Tilburg,
    The Netherlands, February, 2004.
  • “Leveraging Superior Strategic Tools in C & A”
    Executive Workshop,
    Tilburg University,
    Tilburg, The Netherlands, February, 2004.
  • “Loyalty and Profitability in Retailing”,
    Executive Retailing Program,
    Tilburg University,
    Tilburg, The Netherlands, January, 2004.
  • “Models for Databased Decision Making: Is it painful or gainful?”,
    DMEF Conference,
    Orlando, FL, October, 2003.
  • “Issues in International Diffusion”,
    University of Kiel,
    Kiel, Germany, July, 2003.
  • “Customer Relationship Management: Past, Present and Future”,
    University of Kiel,
    Kiel, Germany, July, 2003.
• 2000 - 2002 Research Presentations
  • “Exploiting the Trends in Customer Relationship Management”,
    Tilburg University,
    Tilburg, The Netherlands, December, 2002.
  • “Drivers of Profitable Lifetime Duration”,
    American Marketing Association - Sheth Doctoral Consortium,
    Emory University,
    Atlanta, GA, June, 2002.
  • “Improving Marketing Productivity: Knowing when to sell what to whom”,
    Presented at the October 2002 MSI Conference on Marketing Metrics,
    Dallas, TX.
  • “A Model for Maximizing Customer Equity”,
    Presented at the July 2002 National Conference for Database Marketing,
    Philadelphia, PA.
  • “Defining, Measuring and Managing Customer Equity”,
    Presented at the June 2002 MSI Conference on CRM: Strategies and Implementation,
    INSEAD,
    Fontainebleau, France.
  • “Identifying Profitable Customers from a Marketing Database,”
    American Marketing Association – Sheth Doctoral Consortium,
    University of Miami,
    Coral Gables, FL, June, 2001.
  • “A New Class of Multinational Diffusion Models”
    INSEAD,
    Fontainebleau, France, May, 2001.
  • “A Model of Customer Lifetime Value”
    University of South Carolina,
    Columbia, SC, April, 2001.
  • “The Impact of Information Technology on Marketing and Entrepreneurship”
    University of Hawaii,
    Honolulu, HI, March, 2001.
  • “Customer Relationship Management: The Strategies and Implications”
    Georgia State University,
    Atlanta, GA, February, 2001.
  • “A Research Agenda for Programmatic Research,”
    University of Connecticut,
    Storrs, CT, February, 2001.
  • “Multinational Diffusion Models: An Evolutionary Framework,”
    University of Maryland,
    College Park, MD, April, 2000.
  • “Impact of Multinational Diffusion Models on International Market Entry Decisions”
    FGV,
    Sao Paulo, Brazil, February, 2000.
  • “The Power of International Marketing Research”
    FGV,
    Sao Paulo, Brazil, February, 2000.
• Research Presentations before 1999
  • “Market Orientation: Is it a useful concept"
    ITAM,
    México City, MEXICO, September, 1999.
  • “Global Diffusion Models”
    Research Round Table for Executives,
    Hartford, CT, April, 1999.
  • “Is Market Orientation the Holy Grail?: The Effects of Consumer Characteristics on Market Orientation and Performance Relationship"
    University of Connecticut,
    Storrs, CT, April, 1999.
  • "Research in Retailing: Past, Present, and Future"
    Finnish School of Business,
    Finland, October 1998.
  • "Global Diffusion Models"
    Turku School of Business,
    Finland, October 1998.
  • "Global Diffusion Models"
    Washington State University, Pullman, WA, October 1998.
  • "International Research with Secondary Data"
    Paper presented at the 1998 AMA Faculty Consortium,
    Michigan State University, East Lansing, MI, July 1998.
  • "Research stream in Cross-National Diffusion Models"
    Paper presented at the 1998 AMA Faculty Consortium,
    Michigan State University, East Lansing, MI, July 1998.
  • "Modeling Real World Data for Decision Making,"
    AMA Doctoral Consortium,
    University of Georgia, GA, August 1998.
  • “Advances in Research Methods, “
    AMA Doctoral Consortium
    University of Cincinnati,
    OH, July 1997.
  • “Modeling Global Diffusion Patterns,”
    University of Oklahoma,
    OK, December 1996.
  • “Cross National Diffusion Models: Past, Present and Future,”
    Stanford University,
    CA, May 1996.
  • "Advances in International Marketing Research,"
    AMA Doctoral Consortium
    University of Colorado at Boulder, CO, August 1996
  • University of Queensland,
    Australia, Summer 1995.
  • Griffith University,
    Australia, Summer 1995.
  • "Building, Measuring, Managing and Exploiting Brand Equity,"
    Survey Research Group,
    China, December 1994.
  • "Branding in Services,"
    Queensland Division of MRSA,
    Brisbane, Australia, October 1994.
  • "Diffusion of Scanner Technology: A Comparison of Triadic Power Nations,"
    Lancaster University,
    Lancaster, U.K.,
    Catholic University of Leuven, Belgium, and
    University of Kiel, Kiel, Germany,
    Fall 1993.
  • Ohio State University,
    Summer 1994.
  • "Market Segmentation,"
    Monterey Tech,
    Monterey, Mexico, Fall 1992.
  • "Sales Promotions - An Agenda for Future Research,"
    Catholic University of Leuven,
    Belgium, Summer 1991.
  • "Assessing the Impact of Timing of "Own" and Competing Brands' Promotions on Promotion Effectiveness,"
    INSEAD,
    Fontainebleau, France, Summer 1991.
  • "The Impact of Competitive Reactivity on Promotion Effectiveness,"
    IESE,
    Barcelona, Spain, Summer 1991.

Conference Presentations

• 2009 - 2011 Conference Presentations
  • “Uncovering Implicit Customer Needs for Determining Product Positioning: Growing Prudential Annuities‟ Variable Annuity Sales.”
    ISMS-MSI Practice Conference,
    Massachusetts Institute of Technology,
    Cambridge, MA, January 2010.
  • "Building Profitable Loyalty in Food Retailing"
    Brand Loyalty Congress, Keynote Address
    Milan, Italy, October 2009.
  • "Measuring the Value of Customer Engagement"
    Thought Leadership Conference in Customer Management
    Montabaur Castle, Germany, September 2009.
  • “Cultivating Customer Loyalty: Why Businesses Do not Have Complete Control”
    2009 AMA Winter Marketing Educators’ Conference
    Tampa, FL, February 2009.
  • “Measuring and Maximizing Donor Lifetime Value Using Donor Selection and Resource Allocation Strategies”
    2009 AMA Winter Marketing Educators’ Conference
    Tampa, FL, February 2009. 
• 2006 - 2008 Conference Presentations
  • “Effect of Marketing Contacts in B2B Markets”
    DMEF Conference,
    Las Vegas, NV, October 2008.
    
  • “Emerging Frontiers in Marketing Research”
    Discussant,
    AMA Summer Marketing Educators’ Conference,
    San Diego, CA, Aug 2008.
    
  • “Collaborating Research and Teaching with Companies”
    Chair,
    AMA Summer Marketing Educators’ Conference,
    San Diego, CA, Aug 2008.
    
  • “Emerging Strategic Issues in Retailing”
    AMA Summer Marketing Educators’ Conference,
    San Diego, CA, Aug 2008.
    
  • “Assessing the Effect of Marketing Contacts on Strength of the Customer Relationship: A Hidden Markov Modeling Approach”
    ISBM Academic Conference 2008,
    San Diego, CA, Aug 2008.
    
  • “The Future of Marketing Strategy,”
    AMA Summer Educators’ Conference,
    Pre-Conference Program,
    Washington, D.C, Aug 2007.
    
  • “Managing a Research Center,”
    AMA Summer Educators’ Conference
    Washington, D.C, Aug 2007.
    
  • “Should Academicians Publish in Practitioner Journal,”
    AMA Summer Educators’ Conference
    Washington, D.C, Aug 2007.
    
  • “Will a Frog change into a Prince?”
    Marketing Science Conference
    Singapore, June 2007.
    
  • “The Power of CLV” at IBM,”
    INFORMS Practitioner Conference
    Vancouver, B.C., Canada, May 2007.
    
  • “Implementing CRM Strategies to Improve Performance Metrics”,
    American Marketing Association MPlanet Conference,
    Orlando, FL, November, 2006.
    
  • “Benchmarking Performance Metrics”,
    AMA Summer Educator's Conference,
    Chicago, Illinois, Aug 2006.
    
  • “Customer Management: Is it Truly Valuable to Retailers”,
    AMA Winter Educator's Conference,
    St. Petersburg, FL, Feb 2006.
    
  • "Managing CLV at IBM",
    Marketing Science Conference,
    Pittsburgh, PA, June 2006.
    
  • "Linking CLV to Shareholder Value",
    Marketing Science Conference,
    Pittsburgh, PA, June 2006.
    
  • “What Drives Cross-buy?”
    Marketing Science Conference,
    Pittsburgh, PA, June 2006.
    
  • “Managing Customers’ Product Returns”
    Marketing Science Conference,
    Pittsburgh, PA, June 2006.
    
  • “Linking Marketing-Mix Variables to Firm’s Performance”,
    Marketing Science Conference,
    Pittsburgh, PA, June 2006.
    
  • “Modeling the Dependence in Timing, Incidence and Quantity Decisions in a B-to-B Context”
    Marketing Science Conference,
    Pittsburgh, PA, June 2006.
    
  • “Interaction Orientation: An Empirical Assessment”,
    Marketing Science Conference,
    Pittsburgh, PA, June 2006.
    
  • "Targeting Customers Through Effective and Efficient Sales Campaign Management",
    Yale Center for Customer Insight's 2nd Annual Conference,
    New Haven, CT, May 2006.
    
  • “Challenges for Metrics for Customer Selection”,
    AMA Winter Educator's Conference,
    St. Petersburg, FL, Feb 2006.
    
  • “Customer Management: Is it Truly Valuable to Retailers”,
    AMA Winter Educator's Conference,
    St. Petersburg, FL, Feb 2006.
    
  • “Will a Frog Change into a Prince: Predicting Changes in Customer Profitability”,
    AMA Winter Educator's Conference,
    St. Petersburg, FL, Feb 2006.
    
  • “Profitable Management of Channel Adoption of Multichannel Customers”,
    AMA Winter Educator's Conference,
    St. Petersburg, FL, Feb 2006.
    
  • "Thought Leadership Discussion on Direct & Interactive Marketing",
    Academic Practitioner's Conference on Direct Marketing,
    Williamsburg, VA, Jan 2006.
• 2003 - 2005 Conference Presentations
  • "Predicting Channel Adoption timing and Customer Profitability",
    Marketing Science Conference,
    Atlanta, Georgia, GA, June 2005.
  • "Multichannel Shoppers: An Analysis of Behavioral Characteristics",
    Marketing Science Conference,
    Atlanta, Georgia, GA, June 2005.
  • "Global Diffusion Modeling",
    International Symposium on Forecasting,
    San Antonio, Texas, TX, June 2005.
  • "Effect of Power Transformation on Bass Model Curves",
    International Symposium on Forecasting,
    San Antonio, Texas, TX, June 2005.
  • “A Purchase Sequence Analysis Framework for targeting Customers, Products, Time Periods”,
    AMA Winter Educators’ Conference,
    San Antonio, TX, February 2005.
  • “The Power of Customer Lifetime Value”,
    AMA Winter Educators’ Conference,
    San Antonio, TX, February 2005.
  • “Modeling International Takeoff using Diffusion and Econometric Approaches”,
    AMA Winter Educators’ Conference,
    San Antonio, TX, February 2005.
  • “Correlates of Multichannel Shopping Behavior,”
    Marketing Science Conference,
    Erasmus University,
    Rotterdam, Netherlands, June 2004.
  • “Integrated Marketing Strategies for Maximizing Customer Equity”,
    Marketing Science Conference,
    University of Maryland,
    College Park, Maryland, June 2003.
  • “Improving Marketing Productivity: Knowing When to Sell What to Whom?”,
    Marketing Science Conference,
    University of Maryland, College Park, Maryland, June 2003.
  • “Allocating Resources to Maximize the Customer Equity”,
    Marketing Science Conference,
    University of Maryland,
    College Park, Maryland, June 2003.
• 2000 - 2002 Conference Presentations
  • “A Comparison of Model and Estimation Methods in International Diffusion Research”,
    Marketing Science Conference,
    University of Alberta, Edmonton,
    Canada, June 2002.
  • “Loyalty - - At What Cost,”
    Academy of Marketing Science Conference,
    Sanibel Island, FL, May 2002.
  • “Unbiasing the Bias in the Estimates of the Bass Model: Power Transformations,”
    Marketing Science Conference,
    University of California, Los Angeles, California, June 2000.
• Conference Presentations before 1999
  • "A New Class of Multidimensional Diffusion Models,"
    Marketing Science Conference,
    Syracuse University, Syracuse, New York, May 1999.
  • "A Customer Lifetime Value Model,"
    Marketing Science Conference,
    Syracuse University, Syracuse, New York, May 1999.
  • "Brand-Level Diffusion Models,"
    Marketing Science Conference,
    INSEAD, Fontainebleau, France, July 1998.
  • "Forecasting with Cross-National Diffusion Models,"
    18th International Symposium on Forecasting,
    Edinburgh, Scotland, June 1998.
  • “To Warranty or Not: A Multicultural Study,”
    Marketing Science Conference,
    Berkeley, CA, March 1997.
  • “SEM with Non-Normal and Categorical Variables: Implication for Marketing,”
    Marketing Science Conference,
    Berkeley, CA, March 1997.
  • "Cross-National Diffusion Research: Is There Learning?"
    Marketing Science Conference,
    Gainesville, FL., March 1996.
  • "The Best of Research Developments Internationally,"
    23rd MRSA Conference,
    Sydney, Australia, October 1994.
  • “A Hierarchical Approach to International Market Entry Decisions: An Empirical Investigation,"
    Marketing Science Conference,
    Tucson, AZ, March 1994.
  • "Modeling Diffusion of Scanner Technology: A Cross-National Analysis of Diffusion Patterns,"
    Marketing Science Conference,
    St. Louis, MO, March 1993.
  • "Market and Retailer Induced Patterns of Elasticity Structure: Implication for Retailers,"
    Marketing Science Conference,
    St. Louis, MO, March 1993.
  • "Do Successful Exporters have a Sustainable Competitive Advantage over Non Successful Exporters?"
    Marketing Science Conference,
    London Business School, London, U.K, July 1992.
  • "A Re-Examination of the Market Share - Returns Relationship,"
    ORSA/TIMS Conference,
    Anaheim, CA., November 1991.
  • "Brand Equity: Analyzing the Value of Brand for Brand extensions,"
    Marketing Science Conference,
    Wilmington, DE, March 1991.
  • "A Model for Evaluating the Effectiveness of Coupon Promotions,"
    Marketing Science Conference,
    Wilmington, DE, March 1991.
  • "An Ecological Approach to Modeling Competitive Effects of Retail Promotions,"
    Marketing Science Conference,
    Wilmington, DE, March 1991.
  • "Explaining the Variation in the Correlates of Advertising and Promotional Expenditures to Sales across Consumer, Industrial and Service Markets: A Theoretical and Analytical Framework,"
    Marketing Science Conference,
    Urbana-Champaign, IL, March 1990.
  • "Evaluating the Impact of Type, Timing, Frequency and Magnitude of Promotions on Brand Sales,"
    Marketing Science Conference,
    Urbana-Champaign, IL March 1990.
  • “Modeling the Impact of Competitive Reaction on the Effect of Promotions: Empirical Results,"
    ORSA/TIMS Conference,
    New York, October 1989.
  • "A Manpower Allocation Model for Oil and Gas Exploration Based on Approximate Linear Models,"
    ORSA/TIMS Conference,
    New York, NY, October 1989.
  • "IMOS: A Multi-criteria International Market Opportunity Screening System,"
    International Workshop on Multi-criteria Decision Support,
    Helsinki, Finland, August 1989.
  • "A Model for Assessing the Effects of Competitive Reactivity on Retail Sales Promotions,"
    Marketing Science Conference,
    Durham, North Carolina, March 1989.
  • "Early Warning Indicators of Acquisition Activities,"
    ORSA/TIMS Conference,
    Denver, Colorado, October 1988.
  • “An Empirical Comparison of Techniques for Analyzing Categorical Data,"
    ORSA/TIMS Conference,
    Seattle, Washington, March 1988.
  • "Use of Brand Loyalty Indices for Market Segmentation,"
    ORSA/TIMS Conference,
    St. Louis, Missouri, October 1987.
  • "Forecasting Market Demand: A Vector Auto-Regressive approach,"
    International Conference on Forecasting,
    Boston, Massachusetts, 1987.
  • "Evaluating the Effects of Retail Store Promotions on Brand and Store Substitution,"
    ORSA/TIMS Conference,
    Miami, Florida, November 1986.
  • "Theory of Approximation Modeling,"
    Marketing Science Conference,
    Dallas, Texas, March 1986.
  • "A Sensitivity Analysis on the New Product Growth Models,"
    ORSA/TIMS Conference,
    Atlanta, Georgia, November 1985.
  • “Estimation of Nonlinear Models with Linear Approximation Procedures,"
    Southwestern Marketing Association Annual Meeting,
    San Antonio, Texas, March 1984.
  • "Modeling the Demand for Durables,"
    ORSA/TIMS Conference,
    Orlando, Florida., November 1983
  • "A Model of U.S. Automobile Demand,"
    Presented at the 1983 International Symposium on Forecasting,
    June 1983, Philadelphia,
    Pennsylvania.