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.

Jagdish Sheth: A Living Legend, My Guru, Mentor and Benevolent Benefactor
Jagdish sheth: A living legend, my guru, mentor and benevolent benefactor
Atul Parvatiyar

Professor Jagdish Sheth often says that if you take a handful of grain and process it to make a loaf of bread, the value add is three times; take a piece of a rough diamond and cut and polish it, a good diamond cutter gets its brilliance and creates a value add in multiples of 15; however, if you take a human being and mentor and nurture him or her, the value add is infinite. From below ordinary, I was made extraordinary by him. He took me under his wings, some 25+ years ago when I was at ...

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