BiographyPublicationsCoursesCase Studies Education: B.E., Computer Science, University of Madras, India; Ph.D., Marketing, University of HoustonProfessor of Business Administration Rajkumar Venkatesan teaches First Year Marketing and Marketing Analytics at Darden. Venkatesan's research focuses on developing customer-centric marketing strategies that provide measurable financial results. In his research, he aims to balance quantitative rigor and strategic relevance.Venkatesan's research has appeared in several journals including Journal of Marketing, Journal of Marketing Research, Marketing Science and the Harvard Business Review. Many of his research publications have been recognized with prestigious awards, such as the Don Lehmann Award for the best dissertation-based article published in the Journal of Marketing and Journal of Marketing Research, the MSI Alden G. Clayton Award for the best marketing dissertation proposal and the ISBM Outstanding Dissertation Proposal Award. He was recently selected as one of the top 20 rising young scholars in marketing by the Marketing Science Institute. He has consulted with firms in the technology, retailing and pharmaceutical industries on their marketing analytics initiatives. For his work with IBM, he was recognized as one of the three finalists worldwide for the Informs Practice Prize Competition.Before coming to Darden, Venkatesan taught database marketing, marketing research and quantitative marketing models to graduate students at the University of Connecticut. There, he was the recipient of the MBA Teacher of the Year Award. He received his Ph.D. in marketing from the University of Houston and his BE in computer engineering from the University of Madras.Selected PublicationsPandya S. and R. Venkatesan. "French Roast: Consumer Responses to International Conflict — Evidence from Supermarket Scanner Data," The Review of Economics and Statistics, (forthcoming).Neslin, S.A., K. Jerath, A. Bodapati, E.T. Bradlow, J. Deighton, S. Gensler, L. Lee, E. Montaguti, R. Telang, R. Venkatesan, P.C. Verhoef and Z.J. Zhang. "Interrelationships Between Brand and Channel Choice," Marketing Letters, 25 (3), 319–330. Baik, A., R. Venkatesan and P. Farris. "Mobile Shopper Marketing: Assessing the Impact of Mobile Technology on Consumer Path to Purchase," Review of Marketing Research, Vol. 11, (2014), 1–25.Venkatesan, R. "Marketing Strategy: Customer," in Legends in Marketing, Vol. 8 Editor, Sage Publications.Venkatesan, R. andP. Farris. "Coupons are Not Just for Cutting Prices," Harvard Business Review, (May 2012), 32.Venkatesan, R. and P.W. Farris. "Measuring and Managing Returns from Retailer-Customized Coupon Campaigns." Journal of Marketing, 76 (1), (January 2012), 76-94.Farris, P. and R. Venkatesan. "Unused Coupons Still Pay Off," Harvard Business Review, Research Watch, (May 2012), 32.Kumar, V., E. Jones, R. Venkatesan and R.P. Leone. "Is Market Orientation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing." Journal of Marketing, 75(1) (January 2011), 16–30.Venkatesan, R. "A Comment on 'Estimating Current-Customer Equity Using Company Summary Data'." Journal of Interactive Marketing, 25(1), (February 2011), 23–24.Rust, R., V. Kumar and R. Venkatesan. "Will the Frog Change into a Prince? Predicting Future Customer Profitability." International Journal of Research in Marketing, 28(4), (December 2011), 281–294.Kumar, V., L. Aksoy, B. Donkers, R. Venkatesan, T. Wiesel and S. Tillmanns. "Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value," Journal of Service Research, Vol. 13(3), (August 2010), 297–310. Verhoef, P.C., R. Venkatesan, L. McAllister, E.C. Malthouse, M. Kraft and S. Ganesan. "CRM in Data Rich Multi-Channel Retailing Environments: A Review and Future Research Directions," Journal of Interactive Marketing, Vol. 24(2), (May 2010), 121–137.Phatak, B., R. Gopal, R. Garfinkel, R. Venkatesan and F. Yin. "Empirical Analyses of the Value of Recommender Systems," Journal of Management Information Systems, Vol. 27(2), (Fall 2010), 159–188.Kumar, V., R. Venkatesan and W. Reinartz. "Performance Implications of Adopting a Customer-Focused Sales Campaign," Journal of Marketing, Vol. 72(5), (September 2008), 50–68. Kumar, V., R. Venkatesan, T. Bohling and D. Beckmann. "The Power of CLV: Managing Customer Lifetime Value at IBM," Marketing Science, Vol. 27(4), (July/August 2008), 542–546.Reinartz, W. and R. Venkatesan. "Decision Models for Customer Relationship Management (CRM)," in Handbook of Marketing Decision Making, Berend Wirenga (Editor), International Series in Operations Research and Management Science, Springer Science and Business Media, (September 2008). Selected BooksRajkumar Venkatesan, V. Kumar and Werner Reinartz. "Customer Relationship Marketing (CRM) in Business Markets," in Handbook of Business to Business Marketing, Gary Lilien and Rajdeep Grewal (Editors), Forthcoming.Rajkumar Venkatesan, Paul Farris, and Ron Wilcox. Cutting Edge Marketing Analytics: Real World Cases and Datasets for Hands-On Learning, Pearson/FT press, (July 2014). MBA CoursesFirst Year Marketing Marketing AnalyticsExecutive Education CoursesStrategic Marketing Management Management Development Program: High-Performance Leadership Leading Organic GrowthAdvancing knowledge through research that shapes business, Darden professors are recognized thought leaders in their fields. They are not only master case method teachers, they also author many of the cases used in Darden classrooms and around the world. Venkatesan Rajkumar's cases are available in the Darden Business Publishing website.