| Understanding the role of artificial intelligence in personalized engagement marketing V Kumar, B Rajan, R Venkatesan, J Lecinski California management review 61 (4), 135-155, 2019 | 913 | 2019 |
| Customer engagement in service V Kumar, B Rajan, S Gupta, ID Pozza Journal of the Academy of Marketing Science 47, 138-160, 2019 | 682 | 2019 |
| Customer lifetime value: What, how, and why V Kumar, B Rajan The Routledge companion to strategic marketing, 422-448, 2020 | 216 | 2020 |
| Social coupons as a marketing strategy: a multifaceted perspective V Kumar, B Rajan Journal of the Academy of Marketing Science 40, 120-136, 2012 | 191 | 2012 |
| Profitable customer management: Measuring and maximizing customer lifetime value. V Kumar, B Rajan Management accounting quarterly 10 (3), 2009 | 149 | 2009 |
| Establishing profitable customer loyalty for multinational companies in the emerging economies: A conceptual framework V Kumar, A Sharma, R Shah, B Rajan Journal of International Marketing 21 (1), 57-80, 2013 | 117 | 2013 |
| Understanding firm survival in a global crisis U Salunkhe, B Rajan, V Kumar International Marketing Review 40 (5), 829-868, 2023 | 49 | 2023 |
| Relating the dark side of new‐age technologies and customer technostress V Kumar, B Rajan, U Salunkhe, SG Joag Psychology & Marketing 39 (12), 2240-2259, 2022 | 42 | 2022 |
| What’s in it for me? The creation and destruction of value for firms from stakeholders V Kumar, B Rajan Journal of Creating Value 3 (2), 142-156, 2017 | 30 | 2017 |
| The perils of social coupon campaigns V Kumar, B Rajan MIT Sloan Management Review 53 (4), 13, 2012 | 20 | 2012 |
| Nurturing the right customers V Kumar, B Rajan Strategic Finance 91 (3), 27, 2009 | 20 | 2009 |
| Understanding customer engagement in family firms: A conceptual framework B Rajan, U Salunkhe, V Kumar Journal of Business Research 154, 113342, 2023 | 18 | 2023 |
| Establishing brand equity among business-to-business referral sources in the emerging markets: The case of specialty medical practice V Kumar, GS Cohen, B Rajan Industrial Marketing Management 51, 26-34, 2015 | 17 | 2015 |
| IMPLEMENTING PROFITABILITY THROUGH A CUSTOMER LIFETIME VALUE MANAGEMENT FRAMEWORK. V Kumar, R Venkatesan, D Beckmann GfK-Marketing Intelligence Review 1 (2), 2009 | 14 | 2009 |
| Customer lifetime value management: strategies to measure and maximize customer profitability V Kumar, B Rajan Handbook of marketing strategy, 2012 | 8 | 2012 |
| Creating and managing value in Indian management education U Salunkhe, B Rajan, S Natarajan Journal of Creating Value 8 (2), 253-283, 2022 | 4 | 2022 |
| Tracing the evolution of the marketing discipline through the lens of theory and Practice: A journal-centric view V Kumar, B Rajan, S Gupta Journal of Business Research 188, 115114, 2025 | 3 | 2025 |
| Transformative marketing education: Drivers, outcomes, and research agenda V Kumar, B Rajan, V Garg Journal of Marketing Education, 02734753241266170, 2024 | 2 | 2024 |
| Responsible stakeholder engagement marketing V Kumar, LD Hollebeek, A Sharma, B Rajan, RK Srivastava Journal of Business Research 189, 115143, 2025 | | 2025 |
| Generative AI in Marketing: Promises, Perils, and Public Policy Implications V Kumar, P Kotler, S Gupta, B Rajan Journal of Public Policy & Marketing, 07439156241286499, 2024 | | 2024 |
V. KumarDistinguished Term Professor, and Senior Fellow, Indian School of BusinessEmail được xác minh tại isb.edu