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
Series:
Legends in Marketing
Legends in Marketing
July 2012 | 3 029 pages | SAGE 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 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
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 |