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.
Chapter 49: A Personal Tribute to Jagdish Sheth for His 80th Birthday
When we met at Columbia as proteges of John Howard, it marked the start of an interwoven journey of discovery that has spanned 54 years. During that time, I have increasingly appreciated and valued the extent of his contributions to the field of marketing, his extraordinary record of service, and notably his ability to teach in the broadest sense. Through the lens of my experience of watching and learning from Jagdish, we can better understand what it takes to be a great teacher. No doubt others will focus on other attributes but I will make the case that his ...