| Building and sustaining profitable customer loyalty for the 21st century V Kumar, D Shah Journal of retailing 80 (4), 317-329, 2004 | 1400 | 2004 |
| The path to customer centricity D Shah, RT Rust, A Parasuraman, R Staelin, GS Day Journal of service research 9 (2), 113-124, 2006 | 1043 | 2006 |
| Expanding the role of marketing: from customer equity to market capitalization V Kumar, D Shah Journal of Marketing 73 (6), 119-136, 2009 | 458 | 2009 |
| Why is assortment planning so difficult for retailers? A framework and research agenda MK Mantrala, M Levy, BE Kahn, EJ Fox, P Gaidarev, B Dankworth, ... Journal of Retailing 85 (1), 71-83, 2009 | 410 | 2009 |
| Marketing in the Metaverse: Conceptual understanding, framework, and research agenda KG Barrera, D Shah Journal of Business Research 155, 113420, 2023 | 371 | 2023 |
| Managing retailer profitability—one customer at a time! V Kumar, D Shah, R Venkatesan Journal of retailing 82 (4), 277-294, 2006 | 329 | 2006 |
| Marketing in a data-driven digital world: Implications for the role and scope of marketing D Shah, BPS Murthi Journal of Business Research 125, 772-779, 2021 | 197 | 2021 |
| Unprofitable cross-buying: Evidence from consumer and business markets D Shah, V Kumar, Y Qu, S Chen Journal of Marketing 76 (3), 78-95, 2012 | 135 | 2012 |
| Managing customer profits: The power of habits D Shah, V Kumar, KH Kim Journal of Marketing Research 51 (6), 726-741, 2014 | 130 | 2014 |
| Reversing the logic: The path to profitability through relationship marketing V Kumar, ID Pozza, JA Petersen, D Shah Journal of Interactive Marketing 23 (2), 147-156, 2009 | 99 | 2009 |
| Handbook of research on customer equity in marketing V Kumar, D Shah Edward Elgar Publishing, 2015 | 50 | 2015 |
| Linking customer behaviors to cash flow level and volatility: Implications for marketing practices D Shah, V Kumar, KH Kim, JB Choi Journal of Marketing Research 54 (1), 27-43, 2017 | 49 | 2017 |
| Pushing and Pulling on the Internet. V Kumar, D Shah Marketing research 16 (1), 2004 | 45 | 2004 |
| Diagnosing brand performance: Accounting for the dynamic impact of product availability with aggregate data D Shah, V Kumar, Y Zhao Journal of Marketing Research 52 (2), 147-165, 2015 | 34 | 2015 |
| The dark side of cross-selling D Shah, V Kumar Harvard Business Review 90 (12), 21-23, 2012 | 33 | 2012 |
| How and why artificial intelligence, mixed reality and blockchain technologies will change marketing we know today D Shah, E Shay Handbook of advances in marketing in an era of disruptions: Essays in honour …, 2019 | 17 | 2019 |
| Consuming for content? Understanding social media-centric consumption D Shah, E Webster, G Kour Journal of business research 155, 113408, 2023 | 15 | 2023 |
| Linking marketing to nonprofit performance D Shah, M George Journal of Public Policy & Marketing 40 (4), 571-583, 2021 | 15 | 2021 |
| Uncovering implicit consumer needs for determining explicit product positioning: Growing Prudential Annuities' variable annuity sales V Kumar, D Shah Marketing Science, 595-603, 2011 | 15* | 2011 |
| Can marketing lift stock prices? V Kumar, D Shah MIT Sloan Management Review, 2011 | 15 | 2011 |
