All these links would work, only when you are signed in to the GSU network

Readings for the EMBA class.

1.      Why Service Stinks,” Business Week, October 23, 2000 –

2.      The Perils of Social Coupon Campaigns”, V. Kumar and Bharath Rajan (2012), Sloan Management Review, Vol. 53 (4), pp. 15 – 16. –

3.      Competing on Analytics,” Thomas H. Davenport, Harvard Business Review, Jan 1, 2006 –

4.      The Mismanagement of Customer Loyalty”; W. Reinartz and V Kumar, Harvard Business Review, July 2002-  

5.   Building and sustaining profitable customer loyalty for the 21st century,” V. Kumar, and D. Shah, Journal of Retailing, 2004. –

6.   “Knowing What to Sell, When, and to Whom,” V. Kumar, R. Venkatesan, and W. Reinartz, Harvard Business Review, March 2006 –

7.   What Drives Customer Equity”; Lemon, Rust and Zeithaml, Marketing Management, Spring 2001. –

8.   “Getting the Most Out of All Your Customers,” J. Thomas, W. Reinartz, and V. Kumar, Harvard Business Review, July/August 2004. –

9.   How Valuable Is Word of Mouth?” V Kumar, J. Andrew Petersen, Robert P. Leone, Harvard Business Review, 2007 –

10.  Increasing the ROI of Social Media Marketing”, V. Kumar and Rohan Mirchandani, MIT Sloan Management Review, Fall 2012. –

11.  “The Dark Side of Cross-selling”, Denish Shah and V. Kumar, Harvard Business Review, 2012 – 

12.  Can Marketing Lift Stock Prices?” V Kumar and Denish Shah (2011), Sloan Management Review, Vol. 52 (4), pp. 24 – 26-