Publications

Venkatesan, Rajkumar and Paul Farris (2012), “Coupons are Not Just for Cutting Prices, Harvard Business Review, May.

Venkatesan, Rajkumar and Paul Farris (2012), “Measuring and Managing Returns from Retailer-Customized Coupon Campaigns,” Journal of Marketing, 76(1), 76-94.

Rust, Roland, V. Kumar and Rajkumar Venkatesan (2011), “Will the Frog Change into a Prince?: Predicting Future Customer Profitability,” International Journal of Research in Marketing, 28(4), 281-294.

       Lead Article, Finalist, Best Paper Award, International Journal of Research in Marketing.

Venkatesan, Rajkumar (2011), “A Comment on ‘On Estimating Current-Customer Equity Using Company Summary Data,” Journal of Interactive Marketing, 25(1), 23-24.

V. Kumar, Eli Jones, Rajkumar Venkatesan, and Robert P. Leone (2011), “Is Market Orientation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing,” Journal of Marketing,75(January), 16-30.

        Finalist, Harold H. Maynard, Best Paper Award, Journal of Marketing.

Kumar, V., Lerzan Aksoy, Bas Donkers, Rajkumar Venkatesan, Thorsten Wiesel and Sebastian Tillmanns (2010), “Undervalues or Overvalued Customers: Capturing Total Customer Engagement Value,” Journal of Service Research, 13(3) 297-310.

Phatak, Bhavik, Ram Gopal, Robert Garfinkel, Rajkumar Venkatesan, and Fang Yin (2010), “Empirical Analyses of the Value of Recommender Systems,Journal of Management Information Systems, 27(2), 159-188.

Verhoef, Peter C., Rajkumar Venkatesan, Leigh McAllister, Edward C. Malthouse, Manfred Kraft, and Shankar Ganesan (2010), “CRM in Data Rich Multi-channel Retailing Environments: A Review and Future Research Directions,” Journal of Interactive Marketing, 24, 124-137.

Kumar, V., Rajkumar Venkatesan, Tim Bohling and Denise Beckmann (2008), “The Power of CLV: Managing Customer Lifetime Value at IBM,” Marketing Science, 27(4), 585-599.

      Finalist, Informs Society for Marketing Science, Practice Prize Award.               

Kumar V., Rajkumar Venkatesan, and Werner Reinartz (2008), “Performance Implications of Adopting a Customer Focused Sales Campaign,” Journal of Marketing, 72(5), 50-68.

Rajkumar Venkatesan, V. Kumar, and T. Bohling (2007), ‘Optimal CRM Using Bayesian Decision Theory; An Application to Customer Selection,” Journal of Marketing Research, 44(4), 579-594.

Venkatesan, Rajkumar, Kumar Mehta, and Ravi Bapna (2007), “Do Market Characteristics Impact the Influence of Retailer Characteristics on Online Prices?” Journal of Retailing, 83(3), 309-324.

 Rajkumar Venkatesan, V. Kumar, and Nalini Ravishanker (2007), “The Impact of Customer-Firm Interactions on Customer Channel Adoption Duration,” Journal of Marketing, 71(2), 114-132.

 Venkatesan, Rajkumar, Kumar Mehta, and Ravi Bapna (2006), “Understanding the Confluence of Retailer Characteristics, Market Characteristics and Online Pricing Strategies,Decision Support Systems, 42(3), 1759-1775.

Kumar V, Denish Shah, and Rajkumar Venkatesan (2006), “Managing Retailer Profitability- One Customer at a time,” Journal of Retailing, 82(4), 309-324.

Berger, Paul D. Naras Eechambadi, Morris George, Donald R. Lehmann, Ross Rizley, and Rajkumar Venkatesan (2006), “From CLV to Shareholder Value: Theory, Empirical Evidence, and Issues for Future Research,” Journal of Service Research, 9(2), 156-167.

Kumar, V., Rajkumar Venkatesan, and Werner J. Reinartz (2006), “Knowing What to Sell When to Whom,” Harvard Business Review, March, 131-145.

 Kumar, V., and Rajkumar Venkatesan (2005), “Who are the Multichannel Shoppers and How do they Perform?:  Correlates of Multichannel Shopping Behavior,” Journal of Interactive Marketing, 19(2), 44-62.

      Finalist, Best Paper Award, Journal of Interactive Marketing.

 Venkatesan, Rajkumar, Trichy V. Krishnan and V. Kumar (2004), “Evolutionary Estimation of Macro-Level Diffusion Models using Genetic Algorithms,” Marketing  Science, 23(3), 451-464.

 Venkatesan, Rajkumar, and V. Kumar (2004), “A Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy,” Journal of Marketing, 68(October), 105-125.

     Winner, Don Lehmann Award, Best Dissertation Based Article.

Venkatesan, Rajkumar and V. Kumar (2002), A Genetic Algorithms Approach to Forecasting of Wireless Subscribers,” International Journal of Forecasting, 18 (October-December), 625-646.

Kumar, V. Anish Nagpal and Rajkumar Venkatesan (2002), “MSHARE: A Framework for Forecasting Market share in Wireless Communication Industry,” International Journal of Forecasting, 18 (October-December), 583-603.

  • Contact

    Office: 191B

    Phone: (434) 924 6916

    Email: venkatesanr@darden.virgina.edu