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Dr. Kalyanam current research interests focus on Internet marketing, retailing and database marketing. He closely follows the evolution of the Internet and current trends and industry practices in Internet marketing and retailing. He is particularly interested in how the Internet can be used to meet customer needs and improve marketing and retailing productivity. His current research projects include Search Engine Marketing, Dialog Marketing, studying the benefits of Internet channels, and business opportunities that are focused on the long tail.
Dr. Kalyanam is also a Retailing expert. He closely follows the business model of Wal-mart and studies how retailers can successfully differentiate against the retailing giant. His research interests include category roles and goals, understanding the role of each item in a category, private label strategies, micro assorting decisions and price point analysis.
Dr. Kalyanam's academic publications have appeared as lead articles in Marketing Science, The Journal of Marketing Research, Marketing Letters, Journal of the Academy of Marketing Science, Journal of Retailing and Journal of Interactive Marketing. His research paper published in The Journal of Marketing Research on market potential estimation was selected as a finalist for the American Marketing Association's Paul E. Green Award for impact on the practice of marketing.
His recent publications include "The Perfect Message at the Perfect Moment" and "When is the New What", both published in Harvard Business Review. He is co-author of the book Internet Marketing & eCommerce forthcoming from Thomson.
Selected Research Papers
"The Perfect Message at the Perfect Moment"
Harvard Business Review, 2005, November, 112-120, (Kirthi Kalyanam, and Monte Zweben)
"Future Store Technologies and their Impact on Grocery Retailing"
Retailing in the 21st Century: Current and Future Trends, 2005, Manfred Kraft and Murali Mantrala (Eds), Springer, 95-112. Book chapter, (Kirthi Kalyanam, Rajiv Lal and Gerd Wolfram).
"When is the New What"
Harvard Business Review, 2005, Breakthrough Ideas for 2005, February 33-34 (Kirthi Kalyanam and Monte Zweben).
"The E-Marketing Mix: A Contribution of the e-Tailing Wars"
Journal of the Academy of Marketing Science, 2002, Vol. 30, No. 4. (Kirthi Kalyanam and Shelby McIntyre)
© 2006 Kirthi Kalyanam, Ph.D