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 Publications
Petersen, 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 Books
Rajkumar 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).