Welcome to the Website of Dr. V Kumar

Dr. V Kumar, or VK as he is more popularly known in the academic and professional circles, is the Richard and Susan Lenny Distinguished Chair Professor in Marketing, the Executive Director of the Center for Excellence in Brand and Customer Management, and the Director of the PhD. Program in Marketing at the J. Mack Robinson School of Business, Georgia State University.

Dr. V Kumar’s pioneering research on Customer Loyalty and Customer Lifetime Value has received attention worldwide. His research has been widely published in premier journals such as Journal of Marketing, Harvard Business Review, Sloan Management Review, Journal of Marketing Research, Marketing Science, and Operations Research to name a few. He was recently ranked as one of the top five scholars in marketing worldwide. VK also serves as a consultant for leading Fortune 500 corporations.


  • Lifetime Achievement
    Awards
  • Professional Excellence
    Awards
  • Research Excellence
    Awards
  • Winner, 2010 Robert Buzzell Award for the Paper Published by the Marketing Science Institute that best contributes to the Practice of Marketing.
  • Finalist, 2006, 2007 & 2009-2010 ISMS - MSI Practice Prize.
  • Winner, 2003, 2005 & 2009 MSI/Paul H. Root Award for the Paper Published in the Journal of Marketing that best contributes to the Practice of Marketing.
  • Finalist, 2008 & 2009 Harold H. Maynard Award for the Paper Published in the Journal of Marketing that best contributes to the Practice of Marketing.
  • Finalist, 2009 MSI/Paul H. Root Award for the Paper Published in the Journal of Marketing that best contributes to the Practice of Marketing.
  • Winner, 2009 Davidson Award for the Best Paper Published in the Journal of Retailing.
  • Winner, 2007 Sheth Foundation Award for the Best Paper Published in the Journal of the Academy of Marketing Science.
  • Winner, 2001, 2005 & 2010 Don Lehmann Award for the best dissertation-based paper published in the Journal of Marketing/ Journal of Marketing Research.

 

Recent Books by VK

Customer Lifetime Value by Dr. V. Kumar Customer Lifetime Value

This book reviews the CLV metric in particular. Approaches to computing CLV and the concept of customer equity are discussed in detail. Specifically, this monograph provides the methods of measuring CLV, the strategies for developing customer-centric strategies, the implementation of CLV strategies in a B2B and B2C setting, and the challenges faced by an organization in implementing a CLV-based framework.







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Managing Customers for Profit, by Dr. V. Kumar Marketing Research, 10e

This edition, while building on the online marketing research content, tracks recent developments in the area of relationship marketing. Specific importance has been given to the concepts of Customer Lifetime Value, Mobile Marketing, Social Marketing and Experiential Marketing. Together, these address the advancement of marketing research to the forefront of business strategies that involve the increased effort to win customers' share of purchases.






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Managing Customers for Profit, by Dr. V. Kumar Managing Customers for Profit

This book explains the use of Customer Lifetime Value (CLV) to target customers with higher profit potential, manage and reward existing customers based on their profitability, and invest in high-profit customers to prevent attrition and ensure future profitability.











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Essentials of Marketing Research, 2e, by Dr. V. Kumar Essentials of Marketing Research, 2e

This book contains detailed discussions of the process of marketing, with numerous examples from the industry. By discussing international marketing research, this book expands the readers' ability to deal with issues that are not encountered in the domestic country research. Further the books acts as a reference on how to apply marketing research in various marketing applications.







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Customer Relationship Management: A Databased Approach, by Dr. V. Kumar Customer Relationship Management: A Databased Approach

This book offers the promise of maximized profits for today's highly competitive businesses. The innovative concepts described provide readers with the tools and techniques to effectively use CRM. It emphasizes the utilization of database marketing in order to build strong and profitable customer relationships.







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International Marketing Research, by Dr. V. Kumar International Marketing Research


This practical, detailed and well-documented guide takes students through all phases of developing and conducting international marketing research- from analyzing the nature and scope of the research, to the preliminary stages, gathering data, designing the questionnaires, sampling, analyzing the data, and more - plus includes numerous country specific examples and provides valuable training in using the Internet for research purposes.







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In addition to his recent best sellers, Kumar's list of works include International Marketing Research, Marketing Research (ninth edition), and Essentials of Marketing Research (second edition) and others, translated in multiple languages and numerous book chapters. For a complete list of VK's books, click here to Browse All Books>>