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 Sheth: A Blessed Man and an Amazing Role Model
Jag sheth: A blessed man and an amazing role model
Vijay Mahajan

Jag, what can I say about you? You were the first person I met in marketing back in the 1970s. I was the first Indian student to be admitted in the business school at Texas and was in operations management. Then I came across Bob Peterson in the marketing department. I was having a tough time finding a job in operations management. So he suggested me to come to the American Marketing Association conference. That is where we met. I was in my mid-20s and you were in your mid-30s. In our first meeting, I was totally overwhelmed that in ...

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