Research
MSI Research Report
Investigating the Effect of New Store Openings in a Dynamic Environment
2009
Authors: V. Kumar S. Sriram Joseph Pancras
Published In: MSI Working Paper Series
Report Number: 09-114
Report Number: 09-114
From Customer Equity to Market Capitalization
2008
Authors: V. Kumar Denish Shah
Published In: MSI Working Paper Series
Report Number: 08-113
Report Number: 08-113
Interaction Orientation: The New Measure of Marketing Capabilities
2007
Authors: V. Kumar Girish Ramani
Published In: MSI Working Paper Series
Report Number: 07-100
Report Number: 07-100
A Comparison of Metrics for Selecting Profitable Customers
2005
Authors: V. Kumar Rajkumar Venkatesan Timothy R. Bohling
Published In: MSI Working Paper Series
Report Number: 05-121
Report Number: 05-121
Using Customer Lifetime Value in Customer Selection and Resource Allocation
2003
Authors: V. Kumar Rajkumar Venkatesan
Published In: MSI Working Paper Series
Report Number: 03-112
Report Number: 03-112
Analyzing Variations in Advertising and Promotional Expenditures: Key Correlates in Consumer, Industrial and Service Markets
1990
Authors: V. Kumar Siva K Balasubramaniam
Published In: Special Report
Report Number: 90-109
Report Number: 90-109
Measuring the Effect of Retail Store Promotions on Brand and Store Substitution
1989
Authors: V. Kumar Robert P. Leone
Published In: Special Report
Report Number: 89-100
Report Number: 89-100
EEG Response to Advertisements in Print and Broadcast Media
1985
Authors: V. Kumar Linda Price Roland Rust
Published In: Report
Report Number: 85-111
Report Number: 85-111
About Dr. V. Kumar
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...