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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
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Recovering hidden buyer-seller relationship states to measure the return on marketing investment in business-to-business markets
Luo, Anita; Kumar, V. - In: Journal of marketing research : JMR 50 (2013) 1, pp. 143-160
Persistent link: https://www.econbiz.de/10009715239
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Establishing brand equity among business-to-business referral sources in the emerging markets : the case of specialty medical practice
Kumar, V.; Cohen, Greg S.; Rajan, Bharath - In: Industrial marketing management : the international … 51 (2015), pp. 26-34
Persistent link: https://www.econbiz.de/10011422687
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B2B marketing for industrial value addition : How do geopolitical tension and economic policy uncertainty affect sustainable development?
Shams, S. M. Riad; Kazi Sohag; Islam, Md. Monirul; … - In: Industrial marketing management : the international … 117 (2024), pp. 253-274
Persistent link: https://www.econbiz.de/10014531532
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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
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Will the frog change into a prince? : predicting future customer profitability
Rust, Roland T.; Kumar, V.; Venkatesan, Rajkumar - In: International journal of research in marketing : IJRM ; … 28 (2011) 4, pp. 281-294
Persistent link: https://www.econbiz.de/10009406673
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Business-to-business
Kumar, V. - 2012
Persistent link: https://www.econbiz.de/10010204929
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Customer relationship management in business markets
Venkatesan, Rajkumar; Kumar, V.; Reinartz, Werner J. - In: Handbook of business-to-business marketing, (pp. 311-331). 2012
Persistent link: https://www.econbiz.de/10009500147
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The impact of customer relationship characterisstics on profitable lifetime duration
Reinartz, Werner J. (contributor); Kumar, V. (contributor) - 2001 - [Elektronische Ressource]
Persistent link: https://www.econbiz.de/10001632962
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Customer lifetime duration : an empirical framework for measurement and explanation
Reinartz, Werner J.; Kumar, V. - 2000
Persistent link: https://www.econbiz.de/10001635082