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Are product returns a necessary evil? : antecedents and consequences

Petersen, J. Andrew; Kumar, V. - In: Journal of marketing 73 (2009) 3, pp. 35-51

Persistent link: https://www.econbiz.de/10003838428

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

Uncovering implicit consumer needs for determining explicit product positioning : growing prudential annuities' variable annuity sales

Kumar, V.; Shah, Denish - In: Marketing science : the marketing journal of the … 30 (2011) 4, pp. 595-603

Persistent link: https://www.econbiz.de/10009299487

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

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

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

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

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

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

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