Welcome to the Website of Dr. V Kumar

Recognition of Lifetime Achievements

• AMA Retailing SIG Lifetime Achievement Award for Contributions to Retailing, 2009.
• AMA Marketing Research SIG Lifetime Achievement Award for Contributions to Marketing Research, 2009.
• AMA Foundation 25 Year Consortium Fellow Research Excellence Award for Scholarly Achievements and
    Contributions to Marketing Thought and Practice, 2009.
• Recognized as the Institute for the Study of Business Markets Fellow for Accomplishments and Thought
     Leadership in the Business to Business Domain, 2008.
• AMA Strategy SIG Mahajan Award for Lifetime Contributions to Marketing Strategy, 2007.
• AMA IOSIG Lifetime Achievement Award for Contributions to Interorganizational Issues (B2B Marketing), 2007.

Recent Research Accomplishments

• Finalist, 2009-2010 ISMS - MSI Practice Prize, MIT, Cambridge, MA.
• Winner, MSI/Paul H. Root Award for the Paper Published in Journal of Marketing in 2009 that best contributes to the Practice of Marketing.
• Finalist, MSI/Paul H. Root Award for the Paper Published in Journal of Marketing in 2009 that best contributes to the Practice of Marketing.
• Finalist, Harold H. Maynard Root Award for the Paper Published in Journal of Marketing in 2009 that best contributes to the Practice of Marketing.
• Winner, 2009 Davidson Award for the Best Paper Published in the Journal of Retailing.
• Recipient of the 2009 AMA Foundation Retailing SIG Lifetime Contributions Award for his contributions to Retailing, Summer AMA Educators' Conference. Chicago, IL.
• VK was a Finalist for The Harold H. Maynard Award given by the AMA for the Best Paper Published in the Journal of Marketing in 2008.
• VK won The Sheth Foundation Award given by the AMS for the Best Paper Published in the Journal of the Academy of Marketing Science, 2007.
• VK was a finalist for the 2006 & 2007 ISMS Practice Prize Competition in The Wharton School of Business.
• VK won the H. Paul Root Award given by the AMA and the MSI twice within a period of three years.
• VK won the Don Lehmann Award given by the AMA for the best paper published in the Journal of Marketing/ Journal of Marketing Research twice within the past 4 years.

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.

Marketing Research, 9e

In a world exploding with marketing data, there's no text that keeps pace with the latest tools, applications, and developments in marketing research. This book shows the future managers and researchers when marketing can and should be used, what research, and how to interpret and apply the results.

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.

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.

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.

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.