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

First Edition
Ten Volume Set
Edited by:
Other Titles in:
Management Sciences | Marketing
July 2012 | 3 029 pages | SAGE India
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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

 

Jagdish N. Sheth

Jagdish N. Sheth, Ph.D., is the Charles H. Kellstadt Professor of Marketing at Emory University, Goizueta Business School. He is known nationally and internationally for his scholarly contributions in consumer behavior, relationship marketing, competitive strategy, and geopolitical analysis. When he joined Emory’s faculty in 1991, Professor Sheth had nearly 30 years of combined experience in marketing from the University of Southern California, the University of Illinois, Columbia University, and Massachusetts Institute of Technology. ... More About Author

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ISBN: 9788132109037
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