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Accessing the influence of strategic marketing research on generating impact : moderating roles of models, journals, and estimation approaches
Kumar, V.; Sharma, Amalesh; Gupta, Shaphali - In: Journal of the Academy of Marketing Science 45 (2017) 2, pp. 164-185
Persistent link: https://www.econbiz.de/10011658048
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Optimal allocation of marketing mix resources : B2C and B2B case studies
Kumar, V. - In: Marketing mix decisions : new perspectives and practices, (pp. 113-153). 2008
Persistent link: https://www.econbiz.de/10003769437
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Reversing the logic : the path to profitability through relationship marketing
Kumar, V.; Dalla Pozza, Ilaria; Petersen, J. Andrew; … - In: Journal of interactive marketing : a quarterly … 23 (2009) 2, pp. 147-156
Persistent link: https://www.econbiz.de/10003847126
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Marketing-mix recommendations to manage value growth at P&G Asia-Pacific
Kumar, V.; Fan, Jia; Gulati, Rohit; Venkat, P. - In: Marketing science : the marketing journal of the … 28 (2009) 4, pp. 645-655
Persistent link: https://www.econbiz.de/10003884998
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Is market orientation a source of sustainable competitive advantage or simply the cost of competing?
Kumar, V.; Jones, Eli; Venkatesan, Rajkumar; Leone, … - In: Journal of marketing 75 (2011) 1, pp. 16-30
Persistent link: https://www.econbiz.de/10008840474
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Der Wert der Mundpropaganda
Kumar, V.; Petersen, J. Andrew; Leone, Robert P. - In: Harvard-Business-Manager : das Wissen der Besten 30 (2008) 2, pp. 56-66
Persistent link: https://www.econbiz.de/10003621371
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How valuable is word of mouth? : identify the customers who bring in the most referrals ; then capitalize on that knowledge
Kumar, V.; Petersen, J. Andrew; Leone, Robert P. - In: Harvard business review : HBR 85 (2007) 10, pp. 139-146
Persistent link: https://www.econbiz.de/10003550617
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Multichannel shopping : causes and consequences
Venkatesan, Rajkumar; Kumar, V.; Ravishanker, Nalini - In: Journal of marketing 71 (2007) 2, pp. 114-132
Persistent link: https://www.econbiz.de/10003557070
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Social coupons as a marketing strategy : a multifaceted perspective
Kumar, V.; Rajan, Bharat - In: Journal of the Academy of Marketing Science 40 (2012) 1, pp. 120-136
Persistent link: https://www.econbiz.de/10009507838
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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