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Cross-buying in retailing: Drivers and consequences

Kumar, V.; George, Morris; Pancras, Joseph - In: Journal of retailing 84 (2008) 1, pp. 15-28

Persistent link: https://www.econbiz.de/10008890829

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

Retailing Innovations in a Globalizing Retail Market Environment

Reinartz, Werner; Dellaert, Benedict; Krafft, Manfred; … - In: Journal of retailing 87 (2011) 1, pp. 5-19

Persistent link: https://www.econbiz.de/10009177972

Practice Prize Paper-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. 595-604

Persistent link: https://www.econbiz.de/10009252668

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. 281-295

Persistent link: https://www.econbiz.de/10009801791

Social coupons as a marketing strategy: a multifaceted perspective

Kumar, V.; Rajan, Bharath - In: Journal of the Academy of Marketing Science 40 (2011) 1, pp. 120-137

Persistent link: https://www.econbiz.de/10009814722

Marketing accountability for marketing and non-marketing outcomes

Kumar, Vikas (ed.); Stewart, David W. (ed.) - 2021

This latest volume of Review of Marketing Research, Marketing Accountability for Marketing and Non-Marketing Outcomes is divided in three parts: (1) measures of firm performance, (2) measures of social interaction, and (3) measures related to broader societal outcomes such as sustainability and...