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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
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Sustainability and branding : an integrated perspective
Kumar, V.; Christodoulopoulou, Angeliki - In: Industrial marketing management : the international … 43 (2014) 1, pp. 6-15
Persistent link: https://www.econbiz.de/10010359386
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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
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Investigating how word-of-mouth conversations about brands influence purchase and retransmission intentions
Baker, Andrew M.; Donthu, Naveen; Kumar, V. - In: Journal of marketing research : JMR 53 (2016) 2, pp. 225-239
Persistent link: https://www.econbiz.de/10011485337
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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