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.
Chapter 61: Jag Sheth: A Friend, Guide, Mentor and Father Figure
I have had the privilege of knowing Jag Sheth personally for about 28 years. His impact on my life has been tremendous, as he enabled me to escape the doldrums of my early career and eventually find meaning and purpose through my work.
Let me go back to the beginning. I first heard about Jag Sheth when I was an MBA student in Mumbai from 1979 to 1981. Even then he was a legendary figure, probably the most prominent Indian in all of business education in the US—at least among those of us still in India. We came across the Howard-Sheth buyer behaviour ...