V. Kumar (VK) is the Lenny Distinguished Chair Professor of Marketing, and Executive Director, Center for Excellence in Brand & Customer Management, J. Mack Robinson College of Business, Georgia State University. He has been recognized with seven lifetime achievement awards in Marketing Strategy, Inter-Organizational Issues, Retailing, Business to Business Marketing, and Marketing Research from the AMA and other professional organizations, the Paul D Converse Award, and the 2011-12 Gary L Lilien ISMS-MSI Practice Prize Award. He has published over 150 articles in many scholarly journals in marketing including the Harvard Business Review, Sloan Management Review, Journal of Marketing, Journal of Marketing Research, Marketing Science, Management Science and Operations Research. His books include Managing Customers for Profit, Customer Relationship Management (CRM), Customer Lifetime Value, Marketing Research, Statistical Methods in CRM, and International Marketing Research. Recently, he co-founded the Academy of Indian Marketing (AIM) to contribute to the growth of academic contributions by the marketing academics in emerging markets, and the practice of marketing in India and other emerging markets. VK spends his “free” time visiting business leaders to identify challenging problems to solve. He plays Tennis and Basketball to relieve his stress arising out of being in academics. Recently, VK has been conferred the title of a Legend in Marketing along with Phil Kotler and he is featured in the Legends in Marketing series, where his papers will be published as a 10-volume collection with commentaries from the marketing scholars worldwide. Dr. Kumar is an alumnus of IIT-Madras where he earned a first rank and a gold medal for his scholastic achievements in his program of study.