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9781032944111

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Dipak Saha is currently Professor of Behavioural Strategy & Marketing with the Department of Management, Institute of Engineering & Management, Kolkata, India. He has over 20 years of corporate and academic experience. He has published several articles in reputed and renowned scholarly journals. Mrinal Kanti Das is currently serving as the Head of the Department of Commerce at Kanchrapara College, West Bengal, India, with over 18 years of academic experience. Previously, he was a marketing faculty at JIS College of Engineering and he supervised a PhD scholar, authored five books, and published articles in Scopus/WoS, and ABDC/UGC-CARE-listed journals. Sunil Sahadev is currently Professor of Marketing and Responsible Enterprise at Sheffield Hallam University, the United Kingdom. He has also authored a widely used textbook, Sales and Distribution Management. His areas of research interest include managing boundary-spanning elements, digital marketing, and sustainability. Rabin Mazumder is Professor of Economics and Head of the Department of Business Administration, Institute of Engineering & Management, Kolkata, India. He has a PhD in business management from the University of Calcutta. He has around 19 years of academic experience. His areas of interest are development economics, consumer behaviour, and brand management. Soumya Mukherjee is Associate Professor of Business Administration at Techno India (Hooghly Campus), Chinsurah, West Bengal, India. He is an accomplished educator and has more than 15 years of experience in academics. He has authored three books and published several research articles in peer-reviewed, Scopus-indexed, and ABDC-listed journals.

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