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. Kumar, V.; Shah, D. (2004):
Building and Sustaining Profitable Customer Loyalty for the 21st Century
Journal of Retailing, 2004, Vol. 80, No. 4, pp. 317-329. Kumar, V.; Shah, D. (2009):
Expanding the Role of Marketing: From Customer Equity to Market Capitalization
Journal of Marketing, November 2009, Vol. 73, No. 6, pp. 119-136.