TY  - CHAP
AB  - 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.
VL  - 8
SN  - 978-0-85724-897-8, 978-0-85724-898-5/1548-6435
DO  - 10.1108/S1548-6435(2011)0000008008
UR  - https://doi.org/10.1108/S1548-6435(2011)0000008008
AU  - Kumar V.
ED  - Naresh K. Malhotra
PY  - 2011
Y1  - 2011/01/01
TI  - Looking through the Marketing Lens: My Journey so Far…
T2  - Review of Marketing Research: Special Issue – Marketing Legends
T3  - Review of Marketing Research
PB  - Emerald Group Publishing Limited
SP  - 121
EP  - 157
Y2  - 2024/04/23
ER  -