Publikationen nach Themengebieten

Aravindakshan, A.; Rust, R.T.; Lemon, K.N.; Zeithaml, V.A. (2004):

Customer Equity: Making Marketing Strategy Financially Accountable
Journal of Systems Science and Systems Engineering, 13 (4), pp. 405-422.

Grewal, D.; Levy, M.; Kumar, V. (2009):

Customer Experience Management in Retailing: An Organizing Framework
Journal of Retailing, March 2009, Vol. 85, No. 1, pp. 1-14.

Krasnikov, A.; Jayachandran, S.; Kumar, V. (2009):

The Impact of CRM Implementation on Cost and Profit Efficiencies: Evidence from US Commercial Banking Industry
Journal of Marketing, November 2009, Vol. 73, No. 6, pp. 61-76

Kumar, V.; Fan, J.; Gulati, R.; Venkat, P. (2009):

Marketing-Mix Recommendation to Manage Value Growth at P&G Asia Pacific
Marketing Science, July-August 2009, Vol. 28, No. 4, pp. 644-655.

Kumar, V.; George, M. (2007):

Measuring and Maximizing Customer Equity: A Critical Analysis
Journal of the Academy of Marketing Science, June 2007, Vol. 35, No. 2, pp. 157-171.

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