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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

Modeling customer opt-in and opt-out in a permission-based marketing context

Kumar, V.; Zhang, Xi Alan; Luo, Anita - In: Journal of marketing research : JMR 51 (2014) 4, pp. 403-419

Persistent link: https://www.econbiz.de/10010399715

Assessing the effect of marketing investments in a business marketing context

Kumar, V.; Sriram, S.; Luo, Anita; Chintagunta, Pradeep K. - In: Marketing science : the marketing journal of the … 30 (2011) 5, pp. 924-940

Persistent link: https://www.econbiz.de/10009384003

Assessing the Effect of Marketing Investments in a Business Marketing Context

Kumar, V.; Sriram, S.; Luo, Anita; Chintagunta, Pradeep K. - In: Marketing Science 30 (2011) 5, pp. 924-940

Recent research has empirically characterized the buyer-seller relationship as dynamically evolving from one discrete state to another. Conventional wisdom would suggest that a customer in a higher relationship state that has a higher transaction value would also have greater lifetime value to...

Persistent link: https://www.econbiz.de/10010990396

Assessing the Effect of Marketing Investments in a Business Marketing Context

Kumar, V.; Sriram, S.; Luo, Anita; Chintagunta, Pradeep K. - In: Marketing science : the marketing journal of the … 30 (2011) 5, pp. 924-941

Persistent link: https://www.econbiz.de/10009343963