Center for Excellence in Brand and Customer Management: Publications
Published

  • Kumar, V., and Bharath Rajan, (2009) "Profitable Customer Management: Measuring and Maximizing Customer Lifetime Value", Management Accounting Quarterly Vol 19(3), pp1-18.

  • Mantrala, Murali, Michael Levy, Edward Fox, Barbara Kahn, Peter Gaiderev, William Dankworth and Denish Shah (2009), "Why is it so difficult to manage Category Assortment?", Journal of Retailing, Vol. 85(1), Pages 71-83.

  • Shah, Denish and V. Kumar (2008), "Research Before You Leap: Does Cross-sell Always Lead to Higher Profits," Marketing Research, Forthcoming.

Forthcoming

  • Alexander Krasnikov, Satish Jayachandran and V.Kumar, "The Impact of CRM Implementation on Cost and Profit Efficiencies: Evidence from US Commercial Banking Industry", forthcoming, Journal of Marketing.

  • Lilien, G., Doug Bowman, Min Ding, Rajdeep Grewal, Abbie Griffin, V.Kumar, Das Narayandas, Renana Peres, and Raji Srinivasan, "Calculating, Creating, and Claiming Value in Business Markets: Status and Research Agenda", forthcoming, Marketing Letters.

  • Kumar, V., and Denish Shah, "Expanding the Role of Marketing: From Customer Equity to Market Capitalization" forthcoming, Journal of Marketing.

  • Petersen, A., and V.Kumar, "Are Product Returns Necessary Evil? The Antecedents and Consequences of Product Returns", forthcoming, Journal of Marketing.

  • Kumar, V., and Bharath Rajan, "Maximizing Value from Customers: Concepts and Strategies Value", forthcoming, Strategic Finance.

  • Arora N., A. Ghose, J. Hess, R. Iyengar, B. Jing, Y. Joshi, V. Kumar, N. Lurie, S. Neslin, S. Sajeesh, M. Su, N. Syam, J. Thomas, Z. Zhang., "Putting One-to-One Marketing to Work: Personalization, Customization and Choice", forthcoming, Marketing Letters.

  • Kumar, V., I. Pozza, A. Petersen, D. Shah "Reversing the logic: The Path to Profitability", forthcoming, Journal of Interactive Marketing.

  • Kumar, V., Jia Fan, R. Gulati, P. Venkat "Marketing-Mix Recommendation to Manage Value Growth at P&G Asia Pacific", forthcoming, Marketing Science.

  • Kumar, V., R. Venkatesan and B. Rajan, "Implementing Profitability through a Customer Lifetime Value Framework – The IBM Case", forthcoming, Marketing Intelligence and Planning.

  • Petersen, A., Leigh McAlister, David J.Reibstein, Russel S.Winer, V.Kumar and G. Atkinson, "Choosing the Right Metrics to Maximize Profitability and Shareholder Value", forthcoming, Journal of Retailing.

  • Grewal, D., M. Levy, and V.Kumar, "Customer Experience Management in Retailing: A Research Agenda", forthcoming, Journal of Retailing.