Tomas Hult speaks with V. Kumar. He is the Regents Professor, Richard and Susan Lenny Distinguished Chair Professor in Marketing, and Executive Director, Center for Excellence in Brand and Customer Management. Dr. Kumar is also the Editor of the Journal of Marketing, the flagship academic journal in marketing in the world. They discuss what type of activities they engage in at the Center for Excellence in Brand and Customer Management as well as cutting edge topics in the field of marketing.