Book Chapters

  • Kumar, V. and Bharath Rajan  “Customer Lifetime Value: What, How, and Why,” in Marketing Strategy, eds. Bodo B. Schegelmilch and Russell Winer, Routledge: New York, NY.
  • Kumar, V.  “Methodological issues in cross-cultural research: Establishing equivalence,” in Handbook of Cross-Cultural Marketing Research, eds. Camille Schuster and Glen Brodowsky, Edward Elgar Publishing Ltd.: Northampton, MA.
  • Kumar, V.  “Introduction: Customer Engagement and Marketing Practice,” in Handbook of Research on Customer Engagement, eds. Linda D. Hollebeek and David E. Sprott, Edward Elgar Publishing Ltd.: Northampton, MA., pp. 4-19
  • Pansari, Anita, and Kumar, V. , “Customer Engagement Marketing,” Customer Engagement Marketing, eds., Robert W. Palmatier, V. Kumar, and Colleen M. Harmeling, Palgrave Macmillan, Cham., pp. 1-27.
  • Kumar, V. and Sarang Sunder (2016), “Customer Lifetime Value and Its Relevance to the Consumer Packaged Goods Industry,” Accountable Marketing, eds., David W. Stewart and Craig T. Gugel, Routledge, pp. 69-82
  • Kumar, V. and Anita Pansari (2015), “Aggregate- and Individual-level Customer Lifetime Value,” Handbook of Research on Customer Equity in Marketing, Edward Elgar Publishing Ltd., pp. 44-76.
  • Kumar, V., Nita Umashankar, and Jee Won (Brianna) Choi (2014), “CRM Metrics and Strategies to Enhance Performance in Service Industries,” Handbook of Services Marketing Research, eds. Roland Rust and Ming-Hui, Edward Elgar Publishing Ltd.: Cheltenham, UK, pp. 135-165.
  • Kumar, V. and Bharath Rajan (2012), “Customer Lifetime Value Management: Strategies to Measure and Maximize Customer Profitability,” Handbook of Marketing Strategy, eds., Venkatesh Shankar and Gregory Carpenter, Edward Elgar Publishing Ltd.: Cheltenham, UK, pp. 107-134.
  • Venkatesan, Rajkumar, V. Kumar, and Werner Reinartz (2012), “Customer Relationship Management in Business Markets,” Handbook of Business-to-Business Marketing, eds., Gary L. Lilien and Rajeep Grewal, Edward Elgar Publishing Ltd.: Cheltenham, UK, pp. 311-331.
  • Kumar, V. (2010), “Customer Relationship Management” in Wiley International Encyclopedia of Marketing, John Wiley & Sons.
  • Kumar V. (2006), “Customer Lifetime Value,” in The Handbook of Marketing Research, Editors: Rajiv Grover and Marco Vriens, Sage Publications: California, pp. 602-627.