Prof. Abhishek has more than 20 years of experience of working, researching and teaching in marketing domain. He has conceptual and practical understanding of issues in marketing communication, digital platforms, and retailing. During his work experience in marketing domain, he has been exposed to different contexts ranging from rural consumers in far-flung markets to influence of latest technology in consumer purchase decisions.

As an academic, his research interests have been in the field of marketing and digital communications, e-commerce and digital platforms, and consumer behaviour in retail context. His current research work looks at the role of technology in marketing communications and advertising issues with public policy implications. He is excited to learn and discover the opportunities offered by digital platforms with an increasing focus on mobile platforms and technology.

His papers have been published in top journals like the Journal of Advertising Research, Electronic Commerce Research, Journal of Retailing and Consumer Services, Marketing Intelligence and Planning, and Economic and Political Weekly. He has written around 40 cases and prepared simulation games which have been used at several management institutions in India and abroad. He has also conducted faculty development programs on case method at different management institutions in India. He has been a visiting faculty in Finland, France, and UAE.

PGDRM (IRMA)
FPM (IIM Ahmedabad)

Academic Experience – 13 years
Industry Experience – 4 years

Marketing and Digital Communications, E-commerce and Digital Platforms, and Consumer Behaviour in Retail Context

Mobile Engagement and Marketing