Legends in Marketing: V. Kumar

First Edition

Ten Volume Set

Edited by:

Jagdish N. Sheth - Ph.D., Charles H. Kellstadt Professor of Marketing, Goizueta Business School, Emory University, USA

Other Titles in:
Management Sciences | 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

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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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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Legends in Marketing: V. Kumar

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Jagdish N. Sheth

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