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V. Kumar

Regents Professor; Richard and Susan Lenny Distinguished Chair in Marketing; Executive Director, Center for Excellence in Brand and Customer Management    ,
  • Ph.D., marketing, University of Texas, Austin
  • M.S., industrial management, , Indian Institute of Technology
  • B.S., engineering, Indian Institute of Technology
  • new products management
  • marketing models
  • database marketing
  • customer relationship management
  • marketing intelligence
  • marketing strategy

V. Kumar (VK) is the Regents Professor, Richard and Susan Lenny Distinguished Chair Professor of Marketing, and executive director of the Center for Excellence in Brand & Customer Management at the J. Mack Robinson College of Business at Georgia State University. He also is Chang Jiang Scholar at Huazhong University of Science and Technology, China. He has been recognized with eight lifetime achievement awards in marketing strategy, inter-organizational issues, retailing, business-to-business marketing, and marketing research from the AMA and other professional organizations. He also has had the privilege and the honor of being named as editor-in-chief of the Journal of Marketing, the number one ranked academic journal in the field of marketing.

VK has published in many scholarly journals in marketing including the Harvard Business Review, Sloan Management Review, Journal of Marketing, Journal of Marketing Research, and Marketing Science. His books include Managing Customers for Profit, Customer Relationship Management, and Marketing Research. He has been chosen as a Legend in Marketing where his work is published in a 10-volume encyclopedia with commentaries from scholars worldwide.

  • Kumar, V, Jeewon (Brianna) Choi and Malik Green, “Synergistic Effects of Social Media and Traditional Marketing on Brand Sales: Capturing the Time-Varying Effects,” forthcoming, Journal of the Academy of Marketing Science.
  • Saboo, A., V. Kumar, Insu Park, “Using Big Data to Model Time-Varying Effect for Marketing Resources (Re)allocation,” forthcoming, Management Information Systems Quarterly.
  • V. Kumar and W. Reinartz, “Creating and Enduring Customer Value,” forthcoming, Journal of Marketing.
  • Sundar, Sarang, V. Kumar and Ashley Goreczny, “Why do Salespeople Quit? An Empirical Examination of Own & Peer Effects on Salesperson Turnover Behavior”, forthcoming, Journal of Marketing Research.
  • V. Kumar, Saboo, A. Anandita Chakravarty and Amalesh Sharma, “Influencing Acquisition Performance: Role of Innovation and Relational Overlap,” forthcoming, Journal of Marketing Research.
  • Kumar, V and Anita Pansari, “Customer Engagement – The Construct, Antecedents and Consequences,” forthcoming, Journal of the Academy of Marketing Science.
  • Kumar, V and Sunil Gupta, “Future of Advertising,” forthcoming, Journal of Advertising.
  • Shah, Denish, V. Kumar, Kihyun (Hannah) Kim, Jeewon (Brianna) Choi, “Linking Customer Behaviors to Cash Flow Level & Volatility: Implications for Marketing Practices,” forthcoming, Journal of Marketing Research.
  • Sundar, Sarang, V. Kumar, and Zhao Yi, “Measuring the Lifetime Value of a Customer in the Consumer Packaged Goods (CPG) industry, forthcoming, Journal of Marketing Research.
  • V. Kumar and Anita Pansari, “Competitive Advantage through Engagement,” forthcoming, Journal of Marketing Research.
  • Saboo, A. V. Kumar, G. Ramani, “Evaluating the Impact of Social Media Activities on Human Brand Sale,” forthcoming, International Journal of Research in Marketing.
  • Kumar, V. and Anita Pansari (2016), “National Culture, Economy, and Customer Lifetime Value: Assessing the Relative Impact of the Drivers of Customer Lifetime Value for a Global Retailer,” forthcoming, Journal of International Marketing, Vol. 24 (1), pp. 1-21.
  • Holm, Morten, V. Kumar, Plenborg, Thomas (2016), “An investigation of customer accounting systems as a source of sustainable competitive advantage,” forthcoming, Advances in Accounting, Vol. 32 (March), pp. 18-30.
  • V. Kumar, Yashoda Bhagwhat, Xi (Alan) Zhang (2016), “Winning Back Lost Customers,” Harvard Business Review, March, pp. 22-23.
  • Baker, Andrew, Naveen Donthu, and V. Kumar (2016), “Investigating How Word of Mouth Conversations About Brands Influence Purchase and Retransmission Intentions,” forthcoming, Journal of Marketing Research, Vol. 53 (2), pp. 225-239.
  • Kumar, V. Ashutosh Dixit, Rajshekar (Raj) G. Javalgi, and Mayukh Dass (2016), “Research framework, strategies, and applications of intelligent agent technologies (IATs) in marketing,” forthcoming, Journal of the Academy of Marketing Science, Vol. 44 (1), pp. 24-45.
  • Kumar, V. (2016), “My Reflections on Publishing in Journal of Marketing (Editorial),” Journal of Marketing, Vol 80 (1), pp. 1-6.