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.

Jag the Compassionate Master Academic
Jag the compassionate master academic
Ajay K. Kohli

It gives me great pleasure to share some thoughts about Professor Jagdish Sheth, better known as simply ‘Jag’ to friends and colleagues, on the occasion of his 80th birthday. I have had the good fortune to come to know him fairly well over the course of more than three decades, both professionally as well as personally.

I first came into contact with the depth of his thinking through his research articles and books during my years at Pitt when I was working towards my PhD. The Theory of Buyer Behavior that he wrote with Professor John Howard is a classic and a must-read for any marketing doctoral student. Pitt also ...

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