My conversation with V. Kumar

How did marketers measure the effectiveness of ads before digital marketing existed?

How did Coca-Cola first calculate their Customer Lifetime Value of a Coke consumer (and how did theirs compare to Pepsi's)?

How do you prove to CEOs that marketing is an investment, not an expense?

Marketing legend V. Kumar has answers to all of these questions (and more!) on the latest episode of "A History of Marketing."

VK is among the most cited and influential scholars in the field of marketing, and has published over 300 scholarly articles and 35 books. VK’s has been recognized with over 20 Lifetime Achievement Awards, including being inducted into the Analytics Hall of Fame.

In our conversation, we trace VK's journey from his engineering roots to how a talk by Philip Kotler sparked his passion for marketing.

We also dive deep into the evolution of marketing research and analytics, from surveys and diaries to scanner panel data and the rise of database marketing and CRM.