| Synergistic effects of social media and traditional marketing on brand sales: Capturing the time-varying effects V Kumar, JWB Choi, M Greene Journal of the Academy of marketing Science 45, 268-288, 2017 | 287 | 2017 |
| Linking Customer Behaviors to Cash Flow Level and Volatility: Implications for Marketing Practices D Shah, V Kumar, KH Kim, JWB Choi Journal of Marketing Research, jmr. 15.0158, 2016 | 49 | 2016 |
| Customer-based execution strategy in a global digital economy JA Petersen, BJW Paulich, F Khodakarami, S Spyropoulou, V Kumar International Journal of Research in Marketing 39 (2), 566-582, 2022 | 20 | 2022 |
| Relating entertainment features in screenplays to movie performance: an empirical investigation BJW Paulich, V Kumar Journal of the Academy of Marketing Science 49 (6), 1222-1242, 2021 | 11 | 2021 |
| Blended learning in principles of marketing: the effects of student differences on student performance JP Cannon, R Lohtia, BJW Paulich Journal of Marketing Education 45 (1), 70-90, 2023 | 7 | 2023 |
| CRM Metrics and Strategies to Enhance Performance in Service Industries V Kumar, N Umashankar, JWB Choi Handbook of Services Marketing Research, 135-165, 2014 | 3 | 2014 |
V. KumarDistinguished Term Professor, and Senior Fellow, Indian School of BusinessVerified email at isb.edu
