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. The volumes in the set include: Volume 1: Retailing: Market and Firm level by Editor: Praveen Kopalle; Volume 2: Retailing: Store and Customer Level by Editor: Michael Levy; Volume 3: International Marketing by Editor: Daniel C. Bello; Volume 4: Forecasting in Marketing by Editor: Kay Peters; Volume 5: Marketing Research: Applications by Editor: Robert P. Leone; Volume 6: Marketing Research: New Methodology by Editor: J. Andrew Petersen; Volume 7: Marketing Strategy: Firm by Editor: Raji Srinivasan; Volume 8: Marketing Strategy: Customer by Editor: Raj Venkatesan; Volume 9: Business-to-Business by Editor: Raj Grewal; Volume 10: Customer Relationship Management by Editor: Denish Shah.