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.

Dr Jagdish N. Sheth: A Servant Leader Scholar, Helpful Scholar, Energetic Scholar, Teacher Scholar and Humble Scholar
Dr jagdish n. sheth: A servant leader scholar, helpful scholar, energetic scholar, teacher scholar and humble scholar
Rajan Varadarajan

I first came to know of Dr Jagdish Sheth in 1975, when I was working on my applications for admission to PhD programmes in marketing in the US. I was a graduate student at the Indian Institute of Technology (IIT), Madras from 1971 to 1973, and a lecturer in Marketing at IIT Madras from 1974 to 1976. In 1975, in order to create a short list of universities in the US to which I should apply for doctoral studies in marketing, I went through a few ...

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