Legends In Marketing


2012 – Legends in Marketing

Dr. Kumar was selected as one of the exclusive “Legends in Marketing”, and his research work is compiled and featured in the “Legends in Marketing” Series, edited by Dr. Jagdish Sheth (Series Editor) and published by the Sage Publications. Other marketing scholars declared as Legends include Richard Bagozzi, Shelby Hunt, Philip Kotler, Naresh Malhotra, Kent Monroe, Jagdish Sheth, Yoram “Jerry” Wind, and Gerald Zaltman.

The objective of this series is to ensure that the marketing scholar’s legacy is widely disseminated to the next generation of marketing researchers, and to preserve this body of knowledge as a legacy in the field of Marketing. The research work of the Legend is organized into 6 – 10 volumes by topics and themes in the Legends Series. Each volume in this series has a Volume Editor who writes an introductory article about the Legend and 3 – 4 commentaries on the Legends’ work by three scholars in marketing.

Dr. V. Kumar has been recognized with seven lifetime achievement awards in marketing, as well as the Paul D. Converse Award, the Sheth Foundation/Journal of Marketing Long-term Impact Award, and the Gary L. Lilien ISMS-MSI Practice Prize Award. He has published over 200 articles in many scholarly journals in marketing including the Harvard Business Review, Journal of Marketing, Journal Marketing Research, Marketing Science, Management Science and Operations Research. His books include Managing Customers for Profit, Customer Relationship Management (CRM), Customer Lifetime Value, Marketing Research, Statistical Methods in CRM, and International Marketing Research.

He has won several awards for his research publications including the Don Lehmann Award (thrice), the MSI/Paul H. Root Award (thrice), the Robert Buzzell Award, the Davidson Award, the Outstanding Paper Award from the International Institute of Forecasters, and the Sheth Foundation/Journal of the Academey of Marketing Science Best Paper Award. VK leads the marketing science to marketing practice initiative at the INFORMS Society of Marketing Science and has worked with Global Fortune 1000 firms to maximize their profits.