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A theory of customer valuation : concepts, metrics, strategy, and implementation

Kumar, V. - In: Journal of marketing 82 (2018) 1, pp. 1-19

Persistent link: https://www.econbiz.de/10011804063

Measuring and managing a salesperson's future value to the firm

Kumar, V.; Sunder, Sarang; Leone, Robert P. - In: Journal of marketing research : JMR 51 (2014) 5, pp. 591-608

Persistent link: https://www.econbiz.de/10010489702

Implementing profitability through a customer lifetime value management framework

Kumar, V.; Venkatesan, Rajkumar; Beckmann, D. - In: GfK marketing intelligence review : Marketingforschung … (2009) 2, pp. 32-43

Persistent link: https://www.econbiz.de/10003902477

Measuring customer profitability in complex environments : an interdisciplinary contingency framework

Holm, Morten; Kumar, V.; Rohde, Carsten - In: Journal of the Academy of Marketing Science 40 (2012) 3, pp. 387-401

Persistent link: https://www.econbiz.de/10009548616

Enhancing financial performance : the power of customer metrics

Kumar, V.; Umashankar, Nita - In: Handbook of marketing and finance, (pp. 9-42). 2012

Persistent link: https://www.econbiz.de/10009552536

Driving profitability by encouraging customer referrals : who, when, and how

Kumar, V.; Petersen, J. Andrew; Leone, Robert P. - In: Journal of marketing 74 (2010) 5, pp. 1-17

Persistent link: https://www.econbiz.de/10009237718

Measuring and maximizing customer equity: a critical analysis

Kumar, V.; George, Morris - In: Journal of the Academy of Marketing Science 35 (2007) 2, pp. 157-171

Persistent link: https://www.econbiz.de/10003507852

Expanding the role of marketing : from customer equity to market capitalization

Kumar, V.; Shah, Denish - In: Journal of marketing 73 (2009) 6, pp. 119-136

Persistent link: https://www.econbiz.de/10003901146

Handbook of research on customer equity in marketing

Kumar, V. (ed.); Shah, Denish (ed.); Mack Robinson, J. (ed.) - 2015

pt. 1. Understanding and measuring customer equity -- pt. 2. Identifying key drivers to augment customer equity -- pt. 3. Applying the customer equity concept to enhance firm performance -- pt. 4. Strategic management of customer equity -- pt. 5. Implementing customer equity in firms.

Persistent link: https://www.econbiz.de/10011851942

Assessing the effect of marketing investments in a business marketing context

Kumar, V.; Sriram, S.; Luo, Anita; Chintagunta, Pradeep K. - In: Marketing science : the marketing journal of the … 30 (2011) 5, pp. 924-940

Persistent link: https://www.econbiz.de/10009384003