Dr. V Kumar, or VK as he is more popularly known in the academic and professional circles, is currently the Distinguished Term Professor, and Senior Fellow, Indian School of Business, India; and the Distinguished Fellow, MICA, India.

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...