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Understanding firm survival in a global crisis

Salunkhe, Uday; Rajan, Bharath; Kumar, V. - In: International Marketing Review (2021)

Purpose: Global crises create an environment that is characterized by a fight for survival by countries, companies and citizens. While firms have adopted business initiatives to ensure survival in a global crisis, many measures are geared toward preventing customer...

Persistent link: https://www.econbiz.de/10012811987

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

Understanding the role of artificial intelligence in personalized engagement marketing

Kumar, V.; Rajan, Bharath; Venkatesan, Rajkumar; … - In: California management review 61 (2019) 4, pp. 135-155

Persistent link: https://www.econbiz.de/10012175546

Customer lifetime value management : strategies to measure and maximize customer profitability

Kumar, V.; Rajan, Bharath - In: Handbook of marketing strategy, (pp. 107-134). 2012

Persistent link: https://www.econbiz.de/10009530867

Establishing profitable customer loyalty for multinational companies in the emerging economies : a conceptual framework

Kumar, V.; Sharma, Amalesh; Shah, Riddhi; Rajan, Bharath - In: Journal of international marketing 21 (2013) 1, pp. 57-80

Persistent link: https://www.econbiz.de/10009731372

The perils of social coupon campaigns

Kumar, V.; Rajan, Bharath - In: MIT sloan management review 53 (2011/12) 4, pp. 13-14

Persistent link: https://www.econbiz.de/10009567590

Nurturing the Right Customers - Short-term models of profitability often give short shrift to customers, without whom any business is doomed to failure. By concentrating on measuri...

Kumar, V.; Rajan, Bharath - In: Strategic finance : leadership strategies in … 91 (2009) 3, pp. 26-33

Persistent link: https://www.econbiz.de/10008310201

Customer lifetime value : what, how, and why

Kumar, V.; Rajan, Bharath - In: The Routledge companion to strategic marketing, (pp. 422-448). 2021

Persistent link: https://www.econbiz.de/10012498776

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

Understanding firm survival in a global crisis

Salunkhe, Uday; Rajan, Bharath; Kumar, V. - In: International marketing review 40 (2023) 5, pp. 829-868

Persistent link: https://www.econbiz.de/10014470097