Legends in Marketing: V Kumar: Ten-Volume Set

The Legends in Marketing series captures the essence of the most important contributions made in the field of marketing in the past hundred years. It reproduces the seminal works of the legends in the field, which is supplemented by interviews of these legends as well as by the opinions of other scholars about their work.

The series comprises various sets, each focused on the multiple ways in which a legend has contributed to the field. This sixth set in the series, consisting of 10 volumes, is a tribute to V. Kumar. Known worldwide for his pioneering research on Customer Loyalty and Customer Lifetime Value, Dr. Kumar also has the distinction of being amongst the few people who have been awarded more than one Lifetime Achievement awards for contributions to their field of expertise; in addition to the Paul D. Converse Award for his contributions to advancing the theory and practice of marketing.

V. Kumar is the Lenny Distinguished Chair Professor of Marketing; Executive Director, Center for Excellence in Brand & Customer Management; and Director, Ph.D. Program in Marketing, J. Mack Robinson College of Business, Georgia State University, USA. He has received seven lifetime achievement awards in Marketing Strategy, Inter-Organizational Issues, Retailing, Business-to-Business Marketing, and Marketing Research by various professional organizations, most importantly the American Marketing Association (AMA). He has published over 190 articles in many scholarly journals in marketing including the Harvard Business Review, Sloan Management Review, Journal of Marketing, Journal of Marketing Research, Marketing Science, Management Science, and Operations Research. His books include Managing Customers for Profit, Customer Relationship Management: A Databased Approach, Customer Lifetime Value, Marketing Research, Statistical Methods in CRM, and International Marketing Research. He has won several awards for his research publications in scholarly journals. Professor Kumar leads the marketing science to marketing practice initiative at the INFORMS Society for Marketing Science and has worked with Global Fortune 1000 firms to maximize their profits.

This set has been edited by Jagdish N. Sheth, who is the Charles H. Kellstadt Professor of Marketing in the Goizueta Business School at Emory University, USA. He is widely known for his scholarly contributions in the fields of consumer behavior, relationship marketing, competitive strategy, and geopolitical analysis. A prolific author and recipient of various awards and scholarships, Professor Sheth has worked for many industries and companies in the US, Europe, and Asia.

The volumes in the set include:

Volume 1: Retailing: Market and Firm level

Editor: Praveen Kopalle

Volume 2: Retailing: Store and Customer Level

Editor: Michael Levy

Volume 3: International Marketing

Editor: Daniel C. Bello

Volume 4: Forecasting in Marketing

Editor: Kay Peters

Volume 5: Marketing Research: Applications

Editor: Robert P. Leone

Volume 6: Marketing Research: New Methodology

Editor: J. Andrew Petersen

Volume 7: Marketing Strategy: Firm

Editor: Raji Srinivasan

Volume 8: Marketing Strategy: Customer

Editor: Raj Venkatesan

Volume 9: Business-to-Business

Editor: Raj Grewal

Volume 10: Customer Relationship Management

Editor: Denish Shah