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Evaluation of Substantive Issues in Marketing

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      Use the menu below to browse all of Dr. Kumar's publications.
    • Forthcoming
    • International Marketing
    • Development of New Methodology
    • Retailing / Marketing Communication / Scanner Data
    • Evaluation of Substantive Issues in Marketing
  • Undervalued Customers: Capturing Total Customer Engagement Value
    Authors: V. Kumar Lerzan Aksoy Bas Donkers Thorsten Wiesel Rajkumar Venkatesan Sebastian Tillmanns
    Published: 2010
    Published In: Journal of Service Research
    Volume: 13   Issue: 3   Pages: 297-310
    Additional Recommended Publications
  • Videos

    • Editors' Perspectives: V. Kumar on the Journal of Marketing 
    • Practice Prize Competition Presentations 
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  • News about VK

    • AMA Award for Mentoring Named in Honor of V. Kumar
    • 2018 Georgia House of Representatives Recognition
    • 2017 GSU Top Professor
    • 2017 Donald R. Lehmann Award
    • 2017 S. Tamer Cavusgil Award
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    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...
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    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...
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