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Welcome to the Website of Dr. V Kumar
Dr. V Kumar, or VK as he is more popularly known in academic and professional circles, is the Richard and Susan Lenny Distinguished Chair Professor in Marketing, the Executive Director of the Center for Excellence in Brand and Customer Management, and the Director of the PhD. Program in Marketing at the J. Mack Robinson School of Business, Georgia State University.
Dr. V Kumar’s pioneering research on Customer Loyalty and Customer Lifetime Value has received attention worldwide. His research has been widely published in premium journals such as Journal of Marketing, Harvard Business Review, Journal of Marketing Research, Marketing Science, and Operations Research to name a few. He was recently ranked as one of the top five scholars in marketing worldwide.
Dr. V Kumar also serves as a consultant for leading Fortune 500 corporations. VK is the 2007 honorable recipient of the AMA Strategy SIG Mahajan Lifetime Award for his contributions to Marketing Strategy and the AMA IOSIG Lifetime Contribution Award for his contributions to the field of B2B Marketing.
Recent Books by Dr. V Kumar
| Customer Lifetime Value
This book reviews the CLV metric in particular. Approaches to computing CLV and the concept of customer equity are discussed in detail. Specifically, this monograph provides the methods of measuring CLV, the strategies for developing customer-centric strategies, the implementation of CLV strategies in a B2B and B2C setting, and the challenges faced by an organization in implementing a CLV-based framework.
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Managing Customers for Profit
This book explains the use of Customer Lifetime Value (CLV) to target customers with higher profit potential, manage and reward existing customers based on their profitability, and invest in high-profit customers to prevent attrition and ensure future profitability.
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| Customer Relationship Management: A Databased Approach
This book offers the promise of maximized profits for today's highly competitive businesses. The innovative concepts described provide readers with the tools and techniques to effectively use CRM. It emphasizes the utilization of database marketing in order to build strong and profitable customer relationships.
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In addition to his recent best sellers, Kumar's list of works include International Marketing Research, Marketing Research (ninth edition), and Essentials of Marketing Research (second edition). Browse All Books>>
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