Bharath Rajan

Associate Dean - Research

about faculty

Education experience-

• MBA, Georgia State University, USA [Specialization – Marketing]
• MA Economics, University of Connecticut, USA
• Master’s Programme in International Business, PSG Institute of Management, (in collaboration with the Indian Institute of Foreign Trade)
• BA Economics, University of Madras

Research Experience-

• Proven academic research skills, organizational skills, and a track of high-quality impactful research publications that has resulted in value-enriching results for organizations.

Industry Exposure-

• Marketing research professional with 9+ years of experience across research and administrative roles.

Academic Affiliation-

Professional Affiliation -

teaching & research

Research Interest –

• Customer engagement

• Customer relationship management

• Marketing strategy

• New age technologies

• Emerging economies

• International trade

consulting

publications

Journal publications –

• "Understanding the Role of Artificial Intelligence in Personalized Engagement Marketing," California Management Review, (with V. Kumar, Rajkumar Venkatesan, & Jim Lecinski), 2019.
• "Customer Engagement in Service," Journal of the Academy of Marketing Science, (with V. Kumar, Shaphali Gupta, & Ilaria Dalla Pozza), 2019.
• "What’s in It for Me? The Creation and Destruction of Value for Firms from Stakeholders," Journal of Creating Value, (with V. Kumar), 2017.
• "Insights for Decision Making in a Global and Digital Marketing Environment," Journal of World Marketing Summit, (with V. Kumar), 2015.
• "Establishing Brand Equity among Business-to-Business Referral Sources in the Emerging Markets: The Case of Specialty Medical Practice," Industrial Marketing Management, (with V. Kumar & Greg S. Cohen), 2015.
• "Establishing Profitable Customer Loyalty for Multinational Companies in the Emerging Economies: A Conceptual Framework," Journal of International Marketing, (with V. Kumar, Amalesh Sharma, & Riddhi Shah), 2013.
• "The Perils of Social Coupon Campaigns," Sloan Management Review, (with V. Kumar), 2012.
• "Social Coupons as a Marketing Strategy: A Multifaceted Perspective," Journal of the Academy of Marketing Science, (with V. Kumar), 2012.
• "Profitable Customer Management: Measuring and Maximizing Customer Lifetime Value," Management Accounting Quarterly, (with V. Kumar), 2009.
• "Implementing Profitability through a Customer Lifetime Value Framework – The IBM Case," Marketing Intelligence Review, (with V. Kumar & Rajkumar Venkatesan), 2009.

Book chapters –

• "Customer Lifetime Value: What, How, and Why," in The Routledge Companion to Strategic Marketing, Bodo B. Schlegelmilch and Russell S. Winer (eds.), Routledge: New York, NY, (with V. Kumar), Forthcoming.
• "A Strategic Approach to Grow Profits: Defining, Measuring and Maximizing Customer Value," in Future of Branding, Rajendra K. Srivastava and Gregory Metz Thomas (eds.), Sage Publishing, (with V. Kumar), 2015.
• "Customer Lifetime Value Management: Strategies to Measure and Maximize Customer Profitability," in Handbook of Marketing Strategy, Venkatesh Shankar and Gregory S. Carpenter (eds.), Edward Elgar Publishing Ltd., (with V. Kumar), 2012.

Magazine articles –

• "Nurturing the Right Customers," in Strategic Finance, September, (with V. Kumar), 2012.

Case studies –

• “Starbucks – Going to the Source,” in Global Marketing Research, 2nd ed., Sage Publications, pp. 495-499., (with V. Kumar), 2015.
• “Tesla’s Trademark Troubles,” in Global Marketing Research, 2nd ed., Sage Publications, pp. 500-506, (with V. Kumar), 2015.
• “Segmenting Indian Households,” in Global Marketing Research, 2nd ed., Sage Publications, pp. 507-508, (with V. Kumar), 2015.
• “Subaru – A Problem of Plenty,” in Global Marketing Research, 2nd ed., Sage Publications, pp. 509-513, (with V. Kumar), 2015.
• “Millennials at Work,” in Global Marketing Research, 2nd ed., Sage Publications, pp. 514-517, (with V. Kumar), 2015.

Bharath Rajan

about faculty

teaching & research

consulting

publications

awards & honors