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Managing customers for profit : strategies to increase profits and build loyalty

Kumar, V. - 2008 - 1. ed., 1. print.

Introduction -- Maximizing profitability -- Customer selection metrics -- Managing customer profitability -- Maximizing customer profitability -- Managing loyalty and profitability simultaneously -- Optimal allocation of resources across marketing and communication strategies -- Pitching the...

Persistent link: https://www.econbiz.de/10003497231

Research framework, strategies, and applications of intelligent agent technologies (IATs) in marketing

Kumar, V.; Dixit, Ashutosh; Javalgi, Rajshekar G.; … - In: Journal of the Academy of Marketing Science 44 (2016) 1, pp. 24-45

Persistent link: https://www.econbiz.de/10011434877

Using Big Data to model time-varying effects for marketing resource (re)allocation

Saboo, Alok R.; Kumar, V.; Park, Insu - In: Management information systems : mis quarterly 40 (2016) 4, pp. 911-939

Persistent link: https://www.econbiz.de/10011612499

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

Synergistic effects of social media and traditional marketing on brand sales : capturing the time-varying effects

Kumar, V.; Paulich, Brianna JeeWon; Greene, Mallik - In: Journal of the Academy of Marketing Science 45 (2017) 2, pp. 268-288

Persistent link: https://www.econbiz.de/10011658080

Conceptualizing the evolution and future of advertising

Kumar, V.; Gupta, Shaphali - In: Journal of advertising : official publication of the … 45 (2016) 3, pp. 302-317

Persistent link: https://www.econbiz.de/10011591599

Marketing communication strategies and consumer financial decision making : the role of national culture

Petersen, J. Andrew; Kushwaha, Tarun; Kumar, V. - In: Journal of marketing 79 (2015) 1, pp. 44-63

Persistent link: https://www.econbiz.de/10010502724

Diagnosing brand performance : accounting for the dynamic impact of product availability with aggregate data

Shah, Denish; Kumar, V.; Zhao, Yi - In: Journal of marketing research : JMR 52 (2015) 2, pp. 147-165

Persistent link: https://www.econbiz.de/10010526579

Integrating theory and practice in marketing

Kumar, V. - In: Journal of marketing 81 (2017) 2, pp. 1-7

Persistent link: https://www.econbiz.de/10011697499

The relative influence of economic and relational direct marketing communications on buying behavior in business-to-business markets

Kim, Kihyun Hannah; Kumar, V. - In: Journal of marketing research : JMR 55 (2018) 1, pp. 48-68

Persistent link: https://www.econbiz.de/10011819643