Author
The professor is Associate Professor in the Marketing Group at Indian Institute of Management (IIM) Calcutta, India. He obtained his PhD from IIM Ahmedabad, India, and MBA from XLRI Jamshedpur, India. He has worked for several years in sales and marketing positions in organizations including, Indian Oil Corporation, Exxon Mobil, SRF Limited and ICICI Bank
Mere cosmetic changes would disrupt current business models. What is required is that CMOs help to create end to end linkages between the end consumer and the first person in the value chain
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