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The role of marketer-generated content in customer engagement marketing

Meire, Matthijs; Hewett, Kelly; Ballings, Michel; Kumar, V. - In: Journal of marketing 83 (2019) 6, pp. 21-42

Persistent link: https://www.econbiz.de/10012176245

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

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

Increasing the ROI of social media marketing

Kumar, V.; Mirchandani, Rohan - In: MIT sloan management review 54 (2012/13) 1, pp. 55-61

Persistent link: https://www.econbiz.de/10009661386

Creating a measurable social media marketing strategy : increasing the value and ROI of intangibles and tangibles for Hokey Pokey

Kumar, V.; Bhaskaran, Vikram; Mirchandani, Rohan; Shah, … - In: Marketing science : the marketing journal of the … 32 (2013) 2, pp. 194-212

Persistent link: https://www.econbiz.de/10009736695

Transformative Marketing : Combining New Age Technologies and Human Insights

Kumar, V.; Kotler, Philip - 2024

Chapter 1: Transformative Marketing Has Begun -- Chapter 2: Transformative Marketing – A Marketing 5.0 Perspective -- Chapter 3: Transformative Marketing with Artificial Intelligence -- Chapter 4: Transformative Marketing with Generative Artificial Intelligence -- Chapter 5: Transformative...

Persistent link: https://www.econbiz.de/10014558556

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

Customer engagement in service

Kumar, V.; Rajan, Bharath; Gupta, Shaphali; Dalla … - In: Journal of the Academy of Marketing Science 47 (2019) 1, pp. 138-160

Persistent link: https://www.econbiz.de/10011996790

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

Creating enduring customer value

Kumar, V.; Reinartz, Werner J. - In: Journal of marketing 80 (2016) 6, pp. 36-68

Persistent link: https://www.econbiz.de/10011621576

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