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: The Jaguar of Marketing
Jagdish sheth: The jaguar of marketing
Madhubalan Viswanathan

I first saw Jag at a presentation he made at a doctoral consortium about 25 years ago. He was weaving a conceptual story of complex phenomena with breathtaking ease on the academic stage. If the primary objective of a talk is to stimulate thinking, then Jag never disappoints. He is constantly seeking, digesting and piecing together disparate pieces of information into deeper and broader meaning. Whether it be demographic trends or cultural shifts, Jag understands them as they happen, connects the dots as only he can and looks deep into the future. Although he is just as comfortable talking about corporations and governments, at the heart of his ...

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