Legends in Marketing. V. Kumar

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.

This set includes:

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