We are in an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a significantly higher pace to address the changing context of market behaviour. Handbook of Advances in Marketing in an Era of Disruptions is meant to share ideas and new knowledge that are relevant to this world of disruptions. Leading scholars from around the world, who have keenly observed the changing market environment, business policies, parameters, theories, methods and practices, have put forth their theses on how marketing thinking needs to evolve to keep pace with the market reality.

Musings on the Past, Present and Future: An Interview with Jag Sheth

Musings on the Past, Present and Future: An Interview with Jag Sheth

Musings on the past, present and future: An interview with jag sheth
Rajendra Sisodia Atul Parvatiyar

You became a student of marketing nearly 60 years ago. What drew you to the study of marketing in the first place?

I was always fascinated by what motivates people—the psychology of motivation, more so than the psychology of consumption. I have always been curious about the question ‘Why?’ as opposed to ‘How?’ or ‘What?’

I would've gone for the leadership area because the professor that really, really energized me was Professor Bernard Bass. He was a giant in the field at that time. Pittsburgh had a constellation of top scholars, though ...

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