Dr. Kumar has been selected as a winner of the 2012 Paul D. Converse Award in converseAwardSmrecognition of his achievements and contributions to the Customer Lifetime Value (CLV) body of work. Dr. Kumar was honored with the prestigious award at the Eighteenth Paul D. Converse Symposium which was held on April 26-29, 2012, at the College of Business at the University of Illinois at Urbana-Champaign.

This award was established to honor those who have contributed significantly to the theory of marketing and toward the advancement of science in marketing. Eligibility criteria for this award include that the contributions will have to be at least five years old after it is generally available to marketing academics or students, by publication or otherwise. The five-year time frame allows for perspective and ensures that the award honors contributions that have stood the test of time. The conferring of this award on Dr. Kumar only indicates the significant contribution and impact he has in the field of marketing.