| 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 | 693 | 2019 |
| Customer engagement in service V Kumar, B Rajan, S Gupta, ID Pozza Journal of the Academy of Marketing Science 47, 138-160, 2019 | 585 | 2019 |
| Customer lifetime value: What, how, and why V Kumar, B Rajan The Routledge companion to strategic marketing, 422-448, 2020 | 232 | 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 | 187 | 2012 |
| Profitable customer management: Measuring and maximizing customer lifetime value. V Kumar, B Rajan Management accounting quarterly 10 (3), 2009 | 150 | 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 | 109 | 2013 |
| Understanding firm survival in a global crisis U Salunkhe, B Rajan, V Kumar International Marketing Review 40 (5), 829-868, 2023 | 37 | 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 | 27 | 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 | 26 | 2017 |
| Nurturing the right customers V Kumar, B Rajan Strategic Finance 91 (3), 27, 2009 | 20 | 2009 |
| The perils of social coupon campaigns V Kumar, B Rajan MIT Sloan Management Review 53 (4), 13, 2012 | 18 | 2012 |
| 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 | 16 | 2015 |
| Implementing profitability through a customer lifetime value management framework V Kumar, R Venkatesan, B Rajan NIM Marketing Intelligence Review 1 (2), 32-43, 2009 | 13 | 2009 |
| Understanding customer engagement in family firms: A conceptual framework B Rajan, U Salunkhe, V Kumar Journal of Business Research 154, 113342, 2023 | 12 | 2023 |
| 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 | 3 | 2022 |
| Transformative Marketing Education: Drivers, Outcomes, and Research Agenda V Kumar, B Rajan, V Garg Journal of Marketing Education, 02734753241266170, 2024 | | 2024 |
| Management Research in India: Newer Insights B Rajan, V Kumar Emergent Research on Business and Society: An India-Centric Perspective, 13, 2023 | | 2023 |
| Perspectives on Stakeholder Wellbeing and Value Creation B Rajan, U Salunkhe, DN Murthy Stakeholder Wellbeing and Value Creation 1, 2022 | | 2022 |
| Management Skills and Growth Strategies in a Post-Pandemic World U Salunkhe, B Rajan Transnational Marketing Journal 9 (2), 181-193, 2021 | | 2021 |
