Summary
Contents
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: Scholar, Innovator, Mentor and Philanthropist
Jagdish Sheth: Scholar, Innovator, Mentor and Philanthropist
It is a great pleasure to offer a short tribute to Jagdish Sheth, one of our great legends in marketing. Jag has made an astonishing contribution to our field across a wide range of major disciplinary areas in marketing including buyer behaviour, global marketing, information technology, marketing research, marketing strategy, marketing theory, relationship marketing and customer relationship marketing (CRM). Since the 1960s, he has continuously produced a sustained stream of innovative contributions across this substantive range of areas. His work has shaped our thinking and he has had a profound influence on academics, practitioners and policymakers alike. His work has spanned conceptual, empirical as well as ...