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.

A Tribute to Professor Jagdish Sheth: A Consummate Marketer
A tribute to professor jagdish sheth: A consummate marketer
Vithala R. Rao

I first heard the name Jagdish Sheth (Jag) in 1966 when I was an assistant professor of Marketing at the Indian Institute of Management Calcutta (IIMC). Similar to others at IIMC, I was disappointed to learn that he would remain in the US. This event was prior to my joining the Wharton School for my doctoral studies during 1967–1970. As it turned out, I worked with Professor Russell Ackoff (Russ) during my first year at Wharton. I understand that my connection with Russ contributed to an opposition for my being interviewed for a faculty position after my graduation, at the University ...

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