His research has been widely published in premier journals such as Journal of Marketing, Harvard Business Review, Sloan Management Review, Journal of Marketing Research, Marketing Science, and Operations Research. Kumar has published over 160 articles in the form of journal papers, books (translated into six languages worldwide) and book chapters, conference proceedings, research reports, and case studies. He was recently ranked as one of the top five scholars in marketing worldwide. V Kumar’s pioneering research on Customer Loyalty and Customer Lifetime Value has received broad attention.
Mack Robinson School of Business, Georgia State University. V Kumar 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. It will be an indispensable reference for those seeking transformational changes within a more efficient customer centric approach in their business strategy." - Jean-Christophe Tellier, CEO Novartis Pharma Belgiumĭr. As such, it provides rigor with relevance." - Michael Braekler, Head of Customer Relationship Management, BMW Group Germany "This book provides an insightful roadmap to make your CRM strategy successful. This book provides a nice integration of cutting edge academic thinking and practical CRM strategy and implementation.
Kellstadt, Professor of Marketing, Goizueta Business School, Emory University, Atlanta, GA " key concern is the management of profitable customer relationships. What I really liked about this textbook was its student friendly style with lots of real world examples and strong analytics!" - Jagdish N.
This is the kind of book that belongs in the training of every professional marketer." - Philip Kotler, Kellogg School of Management A very comprehensive textbook on CRM and database analytics and written by a pair of top academic authorities in marketing. Their exposition of CRM theory and practice is definitive, original and illustrated with actual cases. Kumar and Reinartz have taken the confusion out of CRM. On the end of each chapter the authors included a Reference list, which is great specially if you are using the book for research and also on chapter 4 they have some exercises questions.” (, 2013) "This is the book that the marketing field has been waiting for. From the reviews of the second edition:“I highly recommend this book, for everyone that works or study marketing, business strategy or is interested in CRM, it’s a must have! The book provides a nice integration of academic thinking and practical CRM strategy and implementation.
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