Over the past 25 years as a marketing academic, I have been fortunate to have collaborated with various researchers and firms and have contributed to the advancement of the marketing field. This is a review article that tracks my progress through these years that has led me to explore different areas of marketing, thereby shaping me as a researcher and an academic. As I see now, all of my research work can be viewed from a decision-making point of view – decisions that marketers can make either at the market, brand/firm/store, or the customer level. These decisions have in turn been transformed into strategies or tactics leading up to successful implementations and improved bottom-line results. The development of strategies/tactics and successful implementations can be seen in nearly 10 areas of research that I have involved myself in. This article also highlights how my research studies have contributed and advanced the creation of knowledge in each of these research areas.
Kumar, V. (2011), "Looking through the Marketing Lens: My Journey so Far…", Malhotra, N.K. (Ed.) Review of Marketing Research: Special Issue – Marketing Legends (Review of Marketing Research, Vol. 8), Emerald Group Publishing Limited, Leeds, pp. 121-157. https://doi.org/10.1108/S1548-6435(2011)0000008008
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