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.

Why do I Admire Jag Sheth?

Why do i admire jag sheth?
C. Whan Park

When examining others' reviews of Jag's contribution to the marketing field, I was worried that there would not be a word left for me to sufficiently describe his contribution. However, I was extremely fortunate to find the right word to describe all his amazing work. That word is ‘admiration’. It is my privilege to explain why I think admiration is the right term to describe Jag's impact on our field, his achievements and who he is as a person.

As his student, I had the chance to closely observe him during the four years of my doctoral programme at University of Illinois. As his colleague and as the ...

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