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.

Tribute to a Timeless Scholar with a Brilliant Mind and a Bountiful Heart
Tribute to a timeless scholar with a brilliant mind and a bountiful heart
A. Parasuraman

Allow me to begin this tribute with a vignette. The year was 1970; the venue was the library at the Indian Institute of Management in Ahmedabad (IIMA); and it was a Sunday afternoon in early fall. I had just started my second quarter in my first year as an MBA student at IIMA and was browsing through marketing journals in the library because of a strong interest in marketing, a subject that I found to be most fascinating among all the required core courses in my first term … so much so that I ...

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