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Looking through the marketing lens : my journey so far ...
Kumar, V. - 2011
Persistent link: https://www.econbiz.de/10009270384
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Integrating theory and practice in marketing
Kumar, V. - In: Journal of marketing 81 (2017) 2, pp. 1-7
Persistent link: https://www.econbiz.de/10011697499
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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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My plans for Journal of Marketing : an Editor in Chief's perspective
Kumar, V. - In: Journal of marketing 78 (2014) 4, pp. 1-3
Persistent link: https://www.econbiz.de/10010381375
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Intelligent marketing : employing new-age technologies
Kumar, V. - 2021
Persistent link: https://www.econbiz.de/10012583692
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Customer engagement and marketing practice
Kumar, V. - In: Handbook of research on customer engagement, (pp. 4-19). 2019
Persistent link: https://www.econbiz.de/10013163341
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Research framework, strategies, and applications of intelligent agent technologies (IATs) in marketing
Kumar, V.; Dixit, Ashutosh; Javalgi, Rajshekar G.; … - In: Journal of the Academy of Marketing Science 44 (2016) 1, pp. 24-45
Persistent link: https://www.econbiz.de/10011434877
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Using Big Data to model time-varying effects for marketing resource (re)allocation
Saboo, Alok R.; Kumar, V.; Park, Insu - In: Management information systems : mis quarterly 40 (2016) 4, pp. 911-939
Persistent link: https://www.econbiz.de/10011612499
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Accessing the influence of strategic marketing research on generating impact : moderating roles of models, journals, and estimation approaches
Kumar, V.; Sharma, Amalesh; Gupta, Shaphali - In: Journal of the Academy of Marketing Science 45 (2017) 2, pp. 164-185
Persistent link: https://www.econbiz.de/10011658048
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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