Kumar, V.; George, M.; Pancras, J. (2008):
Cross-buying in Retailing: Drivers and Consequences
Journal of Retailing, April 2008, Vol. 84, No. 1, pp. 15-27. Kumar, V.; Lemon, K.N.; Parasuraman (2006):
Managing Customers for Value: An Overview and Research Agenda
Journal of Service Research, November 2006, Vol. 9, No. 2, pp. 87-94. Kumar, V.; Petersen, J.A. (2004):
Maximizing ROI or Profitability: Is One Better than the Other?
Marketing Research, Fall 2004, Vol. 16, No. 3, pp. 28-34. Kumar, V.; Petersen, J.A.; Leone, R.P. (2007):
How Valuable is Word of Mouth?
Harvard Business Review, October 2007, pp. 139-146. Kumar, V.; Ramani, G.; Bohling, T. (2004):
Customer Lifetime Value Approaches and Best Practice Applications
Journal of Interactive Marketing, Summer 2004, Vol. 18, No. 3, pp. 60-72.