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Legends in Marketing: V. Kumar
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Legends in Marketing: V. Kumar

Ten Volume Set
Edited by:
  • Jagdish N. Sheth - Ph.D., Charles H. Kellstadt Professor of Marketing, Goizueta Business School, Emory University, USA


© 2012 | 3 029 pages | SAGE Publications Pvt. Ltd
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 these legends as well as by the opinions of other scholars about their work.

The series comprises various sets, each focused on the multiple ways in which a legend has contributed to the field. This sixth set in the series, consisting of 10 volumes, is a tribute to V. Kumar. Known worldwide for his pioneering research on Customer Loyalty and Customer Lifetime Value, Dr. Kumar also has the distinction of being amongst the few people who have been awarded more than one Lifetime Achievement awards for contributions to their field of expertise; in addition to the Paul D. Converse Award for his contributions to advancing the theory and practice of marketing.

This set includes:

Volume 1: Retailing: Market and Firm level
Editor: Praveen Kopalle
Volume 2: Retailing: Store and Customer Level
Editor: Michael Levy
Volume 3: International Marketing
Editor: Daniel C. Bello
Volume 4: Forecasting in Marketing
Editor: Kay Peters
Volume 5: Marketing Research: Applications
Editor: Robert P. Leone
Volume 6: Marketing Research: New Methodology
Editor: J. Andrew Petersen
Volume 7: Marketing Strategy: Firm
Editor: Raji Srinivasan
Volume 8: Marketing Strategy: Customer
Editor: Raj Venkatesan
Volume 9: Business-to-Business
Editor: Raj Grewal
Volume 10: Customer Relationship Management
Editor: Denish Shah
 
VOLUME 1
Volume Introduction: Retailing: Market and Firm Level-An Introduction to V. Kumar's Contributions to Retailing (Firm and Market Level) Praveen Kopalle
Customer Experience Management in Retailing: An Organizing Framework  
Choosing the Right Metrics to Maximize Profitability and Shareholder Value  
The Different Faces of Coupon Elasticity  
Building and Sustaining Profitable Customer Loyalty for the 21st Century  
Price Discounts or Coupon Promotions: Does It Matter?  
Pushing and Pulling on the Internet  
Store-, Market-, and Consumer-Characteristics: The Drivers of Store Performance  
Explaining Variations in the Advertising & Promotional Costs/Sales Ratio: A Reanalysis  
Explaining Variations in the Advertising & Promotional Costs/Sales Ratio: A Response, Research Criteria, and Guidelines  
An Empirical Assessment of Merger and Acquisition Activity in Retailing  
Analyzing Variations in Advertising and Promotional Expenditures: Key Correlates in Consumer, Industrial, and Service Markets  
Perspectives of Other Scholars  
VK's Works Stand as Himalayan Peaks Arun Pereira
VK and His Work Have a Profound Influence Naveen Donthu
Maximizing Profitability through Marketing Activities: A Discussion of the Insights and Impacts of the Work of V. Kumar Rajiv P Dant and Aaron Gleiberman
Praveen Kopalle Interviews V. Kumar  
Emerging Markets Have Different Working Pattern and One Has to Accommodate That  
 
Volume 2
Volume Introduction: Retailing: Store and Consumer level-An introduction to V. Kumar's Contributions to Retailing (Store and Consumer level) Michael Levy
Cross-Buying in Retailing: Drivers and Consequences  
Managing Retailer Profitability-One Customer at a Time!  
The Effect of Retail Store Environment on Retailer Performance  
The Impact of Internal and External Reference Prices on Brand Choice: The Moderating Role of Contextual Variables  
Assessing the Competitive Impact of Type, Timing, Frequency, and Magnitude of Retail Promotions  
The Effect of Brand Characteristics and Retailer Policies on Response to Retail Price Promotions: Implications for Retailers  
Explaining the Variation in Short-Term Sales Response to Retail Price Promotions  
A Decomposition of Repeat Buying  
Market Segmentation Visual Inspection  
Measuring the Effect of Retail Store Promotions on Brand and Store Substitution  
Perspectives of Other Scholars  
Enhancing Retailers' Understanding of Decisions that Can Directly Impact Their Profitability: A Commentary on the Contributions of V. Kumar Dhruv Grewal and Anne L. Roggeveen
The Contributions of V. Kumar to Retailing-A Commentary Kiran Karande
Michael Levy Interviews V. Kumar  
One of My Goals Was to Research a Topic That Would Make a Difference  
 
Volume 3
Volume Introduction: International Marketing-An Introduction to V. Kumar's Contributions to International Marketing Daniel C. Bello
Researching International Markets: Philosophical and Methodological Issues  
International Marketing Research  
Global Diffusion Models: Back to the Future  
Multinational Diffusion Models: An Alternative Framework  
Segmenting Global Markets: Look Before You Leap  
Cross-National Diffusion Research: What Do We Know and How Certain Are We?  
Learning Effect in Multinational Diffusion of Consumer Durables: An Exploratory Investigation  
A Contingency Framework for the Mode of Entry Decision  
Capturing the Cross-National Learning Effect: An Analysis of an Industrial Technology Diffusion  
An Interactive Multicriteria Approach to Identifying Potential Foreign Markets  
International Direct Marketing Efforts: Are They Useful to Small Businesses in Establishing Consistent Patterns of Exporting?  
Perspectives of Other Scholars  
VK: Profile of a Prolific Researcher, Consummate Educator, and a Cherished Colleague Esra Gençt rk
VK is a Passionate and Supportive Scholar David A. Griffith
V. Kumar's Contributions to the Field of International Marketing Kelly Hewett
Daniel C. Bello Interviews V. Kumar  
International Marketing Research is Getting More and More Sophisticated  
 
Volume 4
Volume Introduction: Forecasting in Marketing-An Introduction to V. Kumar's Contributions to Forecasting in Marketing Kay Peters
Telecommunications Demand Forecasting-A Review  
A Genetic Algorithms Approach to Growth Phase Forecasting of Wireless Subscribers  
Forecasting Category Sales and Market Share for Wireless Telephone Subscribers: A Combined Approach  
Econometric Models for Forecasting Market Share  
Sales Forecasts for Existing Consumer Products and Services: Do Purchase Intentions Contribute to Accuracy?  
Aggregate and Disaggregate Sector Forecasting Using Consumer Confidence Measures  
Forecasting Performance of Market Share Models: An Assessment, Additional Insights, and Guidelines  
A Comparative Study of Market Share Models Using Disaggregate Data  
Perspectives of Other Scholars  
V. Kumar: Formative Years-Research in the Area of Marketing and Forecasting Roderick J. Brodie
10. VK's Undaunted Determination Was a Great Lesson for Me Timothy B. Heath
V. Kumar: Marketing Genius Extraordinaire  
Kay Peters Interviews V. Kumar  
There is a Clear Need for Better Forecasting Techniques  
 
Volume 5
Volume Introduction: Marketing Research: Applications-An Introduction to V. Kumar's Contributions on the Applications of Marketing Research Robert P. Leone
The Impact of Customer Relationship Management Implementation on Cost and Profit Efficiencies: Evidence from the U.S. Commercial Banking Industry  
Marketing-Mix Recommendations to Manage Value Growth at P&G Asia-Pacific  
The Power of CLV: Managing Customer Lifetime Value at IBM  
Multichannel Shopping: Causes and Consequences  
Knowing What to Sell, When, and to Whom  
Who Are the Multichannel Shoppers and How Do They Perform?: Correlates of Multichannel Shopping Behavior  
Balancing Acquisition and Retention Resources to Maximize Customer Profitability  
Six Steps to Better Decision Models  
A Model to Explain Shareholder Returns: Marketing Implications  
Attribute Order and Product Familiarity Effects in Decision Tasks Using Conjoint Analysis  
Perspectives of Other Scholars  
Applications in Marketing Research: A Commentary on Dr Kumar's Contributions Werner Reinartz
VK: The Bridge between Research and Practice S. Sriram
VK Has Played a Leadership Role in Driving Innovation and Impacting Business Timothy Bohling
Robert P. Leone Interviews V. Kumar  
I Wanted to Research a Topic That Would Make a Difference  
 
Volume 6
Volume Introduction: V. Kumar's Contributions to Innovative Methodology in Marketing Research S Are Product Returns a Necessary Evil? Antecedents and Consequences J. Andrew Petersen
Integrating Purchase Timing, Choice, and Quantity Decisions Models: A Review of Model Specifications, Estimations, and Applications  
Optimal Customer Relationship Management using Bayesian Decision Theory: An Application for Customer Selection  
Customer Lifetime Value  
Modeling Customer Lifetime Value  
A Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy  
Evolutionary Estimation of Macro-Level Diffusion Models Using Genetic Algorithms: An Alternative to Nonlinear S Least Squares  
Impact of a Late Entrant on the Diffusion of a New Product/Service  
Nonlinear Mapping: An Alternative to Multidimensional Scaling for Product Positioning S A Decision Support System for Prioritizing Oil and Gas Exploration Activities  
A Decision Model for Evaluating Job Alternatives  
Perspectives of Other Scholars  
V. Kumar: A Lifetime of Value to Marketing Charlotte H. Mason
The Net Contribution of V. Kumar: Comments on the Work of V. Kumar on Marketing Research and New Methodologies Peter C. Verhoef
Commentary on Dr V. Kumar's Work in Marketing Research-New Methodology Morris George
J. Andrew Petersen Interviews V. Kumar  
The Key is to Understand the Strength of the Buyer-Seller Relationships  
 
Volume 7
Volume Introduction: Tracing the Impact of V. Kumar's Contributions to Marketing Strategy at the Firm Level Raji Srinivasan
Expanding the Role of Marketing: From Customer Equity to Market Capitalization  
Reversing the Logic: The Path to Profitability through Relationship Marketing  
Marketing-Mix Recommendations to Manage Value Growth at P&G Asia-Pacific  
Putting One-to-One Marketing to Work: Personalization, Customization and Choice  
Performance Implications of Adopting a Customer-Focused Sales Campaign  
Research before You Leap: Does Cross- Sell Always Lead to Higher Profits?  
Interaction Orientation and Firm Performance  
Maximizing ROI or Profitability: Is One Better than the Other  
Getting the Most out of All Your Customers  
State-of-the-Art in Brand Equity Research: What We Know and What Needs to Be Known  
Analyzing Variations in Advertising and Promotional Expenditures: Key Correlates in Consumer, Industrial, and Service Markets  
Perspectives of Other Scholars  
A Road Map for Understanding V. Kumar's Contributions to Marketing Strategy Alexander Krasnikov
V. Kumar: A Lifetime of Contributions to Marketing Strategy Shankar Ganesan
Comments and Reflections on V. Kumar's Contribution to the Field of Marketing Strategy Girish Ramani
Raji Srinivasan Interviews V. Kumar  
My Passion to Discover New Things Keeps Me Going  
 
Volume 8
Volume Introduction: A Review of V. Kumar's Pioneering Contributions to Marketing Strategy at the Customer Level Rajkumar Venkatesan
Profitable Customer Management: Measuring and Maximizing Customer Lifetime Value  
How Valuable is Word of Mouth?  
Multichannel Shopping: Causes and Consequences  
Measuring and Maximizing Customer Equity: A Critical Analysis  
Knowing What to Sell, When, and to Whom  
Using a Customer-Level Marketing Strategy to Enhance Firm Performance: A Review of Theoretical and Empirical Evidence  
A Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy  
Customer Lifetime Value Approaches and Best Practice Applications  
The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration  
The Mismanagement of Customer Loyalty  
On the Profitability of Long-Life Customers in a Noncontractual Setting: An Empirical Investigation and Implications for Marketing  
Perspectives of Other Scholars  
Putting Customer Value Firmly in Focus Satish Jayachandran
An Appreciation of Dr V. Kumar's Contributions to the Marketing Field Joseph Pancras
Driven by Passion and Excellence Anita Luo
Rajkumar Venkatesan Interviews V. Kumar  
I Have Been Fortunate to Have Multiple Mentors at Different Stages in Life  
 
Volume 9
Volume Introduction: V. Kumar's Customer-centric Approach towards Understanding Business-to-Business Marketing Rajdeep Grewal
Calculating, Creating, and Claiming Value in Business Markets: Status and Research Agenda  
Expanding the Role of Marketing: From Customer Equity to Market Capitalization  
Implementing Profitability through a Customer Lifetime Value Management Framework-The IBM-Case  
The Power of CLV: Managing Customer Lifetime Value at IBM  
Balancing Acquisition and Retention Resources to Maximize Profitability  
Who Are the Multichannel Shoppers and How Do They Perform?: Correlates of Multichannel Shopping Behavior  
Antecedents and Consequences of Relationship Intention: Implications for Transaction and Relationship Marketing  
The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration  
The Mismanagement of Customer Loyalty  
Perspectives of Other Scholars  
V. Kumar's (VK) Role in the Field of B2B Marketing: Commentary and Observations Jean L. Johnson
VK's Contributions to B2B Marketing: An Assistant Professor's Perspective Mahima Hada
Assessment of V. Kumar's Contributions to B2B Marketing William T. Ross, Jr.
Rajdeep Grewal Interviews V. Kumar  
Our B2B Research Has a Desired Impact on the Business World  
 
Volume 10
Volume Introduction: Advancing the Domain of CRM Denish Shah
Can Product Returns Make you Money?  
Driving Profitability by Encouraging Customer Referrals: Who, When and How  
A Customer Lifetime Value-Based Approach to Marketing in the Multichannel, Multimedia Retailing Environment  
Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value  
Nurturing the Right Customers  
Profitable Relationships  
CLV: The Databased Approach  
Managing Customers for Value: An Overview and Research Agenda  
Leveraging Superior Marketing Tools to Maximise Profits  
Marketing Actions and the Value of Customer Assets: A Framework for Customer Asset Management  
Perspectives of Other Scholars  
Dr V. Kumar: The Influential, Inspirational, and Generous Scholar Lerzan Aksoy
Professor V. Kumar: A Man Worthy of Legend Timothy Keiningham
VK's Contributions to Customer Relationship Management Morten Holm
Denish Shah Interviews V. Kumar  
Making Real-Time Decisions is a Challenge in the Emerging Markets  

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ISBN: 9788132109037
£840.00