Courses Taught:

• Sales Management - Fall '12 (BSBA)
• Customer Relationship Management - Fall '12, Mod II (MBA)
  

Current Research:

• Customer Lifetime Value (CLV) and Donor Lifetime Value (DLV)
• Managing Customer Product Returns
• Customer Portfolio Management
• Sales Force Management
• Customer Referral Value (CRV) and Business Reference Value (BRV)
• The Link Between Customer Attitudes and Customer Value

Publications:

• Kumar, V., Petersen, J. Andrew and Robert P. Leone (2013), “Defining, Measuring and Managing Business Reference Value,” forthcoming, Journal of Marketing. (pdf)
  
  
• Kumar, V., Petersen, J. Andrew and Robert P. Leone (2010), “Driving Profitability by Encouraging Referrals: Who, When, and How,” Journal of Marketing, 74 (5), 1-17.
  (pdf)
  
  
• Petersen, J. Andrew and V. Kumar (2010), “Earning a Nice Return on Product Returns,” MIT Sloan Management Review, 51 (3), 85-89 (pdf)
  

• Kumar, V., Ilaria Dalla Pozza, J. Andrew Petersen and Denish Shah (2009), “Reversing the Logic: The New Path to Profitability,” Journal of Interactive Marketing 23 (2), 147-156. (pdf)
  
  
• Petersen, J. Andrew and V. Kumar (2009), “Are Product Returns a Necessary Evil? Antecedents and Consequences,” Journal of Marketing 73 (3), 35-51. (pdf)
  ** Winner: 2010 Don Lehmann Award for best dissertation-based paper published in the Journal of Marketing or Journal of Marketing Research
  ** Finalist: 2009 MSI/H. Paul Root Award
  ** Finalist: 2009 Harold H. Maynard Award
  
  
• Petersen, J. Andrew, Leigh McAlister, David Reibstein, Russell Winer, V. Kumar, and Geoff Atkinson (2009), “Choosing the Right Metrics to Maximize Profitability and Shareholder Value,” Journal of Retailing, 85(1), 95-111. (pdf)
  
  
• Kumar, V., J. Andrew Petersen and Robert Leone (2007), “How Valuable is Word of Mouth?,” Harvard Business Review, 85 (10), 139-146. (pdf)
  
  
• Zeithaml, Valarie, Ruth Bolton, John Deighton, Timothy Keiningham, Katherine Lemon and J. Andrew Petersen (2006), “Forward-Looking Focus: Can Firms Have Adaptive Foresight?,” Journal of Service Research, 9 (2), 168-183. (pdf)
  ** Finalist: 2007 Journal of Service Research Best Article Award
  
  
• Kumar, V. and J. Andrew Petersen (2005), “Using a Customer-Level Marketing Strategy to Enhance Firm Performance: A Review of Theoretical and Empirical Evidence,” Journal of the Academy of Marketing Science, 33 (4), 504-519. (pdf)
  
  
• Kumar, V. and J. Andrew Petersen (2004), “Maximizing ROI or Profitability,” Marketing Research Magazine, 16 (3), 28-34. (pdf)
  

Recent and Upcoming Conference Presentations:

• Petersen, J. Andrew, Tarun Kushwaha, and V. Kumar (2012), "The Impact of National Culture on the Relationship between Marketing Efforts, Customer Behavior and Profitability: Emerging vs. Developed Markets," to be presented at the 2012 Marketing Science Emerging Markets (MSEM) Conference at the Wharton School, University of Pennsylvania, Philadelphia, PA.
  
  
• Petersen, J. Andrew, Tarun Kushwaha, and V. Kumar (2012), "The Effect of National Culture on Consumer Behavior and Response to Marketing Initiatives," presented at the 2012 INFORMS Marketing Science Conference, Boston, MA.
  
  
• Rapp, Adam A., J. Andrew Petersen, and Douglas E. Hughes (2012), "The Impact of Sales Manager Time Allocation on Sales Team Performance: Should Sales Managers Sell, Manage, or Both?", presented at the 2012 Harvard Thought Leadership on the Sales Profession Conference, Boston, MA.
  

Textbook:

• Kumar, V. and J. Andrew Petersen (2012), "Statistical Methods in Customer Relationship Management," Chichester, UK: Wiley (Link).

Other Publications:

• Petersen, J. Andrew and V. Kumar (2009), “Getting Smart About Product Returns,” Business Insight in the Wall Street Journal (co-produced by Sloan Management Review), November 30, 2009. (Link). Includes Supplemental Podcast: “Lenient Product Return Policies”(Link).