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National culture, economy, and customer lifetime value : assessing the relative impact of the drivers of customer lifetime value for a global retailer

Kumar, V.; Pansari, Anita - In: Journal of international marketing 24 (2016) 1, pp. 1-21

Persistent link: https://www.econbiz.de/10011460092

Competititve advantage through engagement

Kumar, V.; Pansari, Anita - In: Journal of marketing research : JMR 53 (2016) 4, pp. 497-514

Persistent link: https://www.econbiz.de/10011537711

Customer engagement and marketing practice

Kumar, V. - In: Handbook of research on customer engagement, (pp. 4-19). 2019

Persistent link: https://www.econbiz.de/10013163341

Customer Engagement Marketing

Palmatier, Robert W. (ed.); Kumar, V. (ed.); … - 2018

This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing...

Persistent link: https://www.econbiz.de/10012396394

Measuring the lifetime value of a customer in the consumer packaged goods industry

Sunder, Sarang; Kumar, V.; Zhao, Yi - In: Journal of marketing research : JMR 53 (2016) 6, pp. 901-921

Persistent link: https://www.econbiz.de/10011648395

Customer engagement : the construct, antecedents, and consequences

Pansari, Anita; Kumar, V. - In: Journal of the Academy of Marketing Science 45 (2017) 3, pp. 294-311

Persistent link: https://www.econbiz.de/10011684964

Evaluating the impact of social media activities on human brand sales

Saboo, Alok R.; Kumar, V.; Ramani, Girish - In: International journal of research in marketing : IJRM ; … 33 (2016) 3, pp. 524-541

Persistent link: https://www.econbiz.de/10011596859

Driving growth of Mwallets in emerging markets : a retailer's perspective

Kumar, V.; Nim, Nandini; Sharma, Amalesh - In: Journal of the Academy of Marketing Science 47 (2019) 4, pp. 747-769

Persistent link: https://www.econbiz.de/10012107310

Unlocking the power of marketing : understanding the links between customer mindset metrics, behavior, and profitability

Petersen, J. Andrew; Kumar, V.; Polo-Redondo, Yolanda; … - In: Journal of the Academy of Marketing Science 46 (2018) 5, pp. 813-836

Persistent link: https://www.econbiz.de/10011924769

Global customer engagement

Gupta, Shaphali; Pansari, Anita; Kumar, V. - In: Journal of international marketing 26 (2018) 1, pp. 4-29

Persistent link: https://www.econbiz.de/10011848792