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.



This set includes:



Volume 1: Retailing: Market and Firm level

Editor: Praveen Kopalle

Volume 2: Retailing: Store and Customer Level

Editor: Michael Levy

Volume 3: International Marketing

Editor: Daniel C. Bello

Volume 4: Forecasting in Marketing

Editor: Kay Peters

Volume 5: Marketing Research: Applications

Editor: Robert P. Leone

Volume 6: Marketing Research: New Methodology

Editor: J. Andrew Petersen

Volume 7: Marketing Strategy: Firm

Editor: Raji Srinivasan

Volume 8: Marketing Strategy: Customer

Editor: Raj Venkatesan

Volume 9: Business-to-Business

Editor: Raj Grewal

Volume 10: Customer Relationship Management

Editor: Denish Shah