ACADEMIC AREA Marketing AREAS OF EXPERTISE Customer Relationship Management, Marketing Metrics, Marketing Analytics BiographyPublicationsCoursesCase Studies Education: B.E., Computer Science, University of Madras, India; Ph.D., Marketing, University of Houston Professor of Business Administration Rajkumar Venkatesan teaches Marketing Technology Products, Marketing Strategy, and Marketing Analytics at Darden. Venkatesan's research focuses on analytics as it relates to marketing return on investment, customer lifetime value, mobile marketing, and the global political economy. His research has appeared in several journals including The Review of Economics and Statistics, Journal of Marketing, Journal of Marketing Research, Marketing Science and the Harvard Business Review. He is also a co-author of the book "Cutting Edge Marketing Analytics." Many of his research publications have been recognized with prestigious awards, such as the Don Lehmann Award for the best dissertation-based article, the MSI Alden G. Clayton and the ISBM Outstanding Dissertation Proposal Awards, and the ISBM award for long term contributions to business to business marketing. He was selected as one of the top 20 rising young scholars in marketing by the Marketing Science Institute, one of the top 40 professors under 40 by the Poets and Quants magazine, and recognized among the top five percent of marketing strategy scholars by the Journal of Marketing Education. Venkatesan has consulted with firms in the technology, retailing, media, industrial goods, and pharmaceutical industries. He has developed custom executive education programs or data analytics software for Capital One, Explore Learning, General Electric, General Dynamics, HBO, IBM, Johnson and Johnson, MAS Holdings, Pitney Bowes, Porsche MHP, Rosetta Stone, SAP, and Teradata. For his work with IBM, he was recognized as one of the finalists for the Informs Practice Prize Competition. Before coming to Darden, Venkatesan taught 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 PublicationsPetersen, Andrew, Rajkumar Venkatesan, and Farnoosh Khodakarami, "Developing Donor Relationships: The Role of Breadth of Giving, Journal of Marketing, ( Forthcoming, 2015).Pandya 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. and P. 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 Wierenga (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 ManagementManagement Development Program: High-Performance Leadership Strategic Marketing Analytics: Leveraging Big DataOnline CoursesMarketing AnalyticsAdvancing 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. Rajkumar Venkatesan's cases are available in the Darden Business Publishing website.