Saturday, July 13, 2024

Prof Rajeev Batra

Rajeev Batra is the S.S. Kresge Professor of Marketing at the Ross School of Business at the University of Michigan, where he has taught courses on Strategic Brand Management, Advertising Management, Database Marketing, International Marketing, Marketing Research, and Sales Promotion. Professor Batra has been at Michigan Ross since 1989. He was previously on the faculty of the Columbia University Business School in New York.

His research interests cover the creation and management of brand equity, including topics such as brand love and brand coolness; the improvement of marketing communications productivity; emotional advertising; global branding, marketing in emerging economies, and Asian consumer behavior. He has published over 70 articles on these topics in leading academic journals or books, including the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, and others. He is also the co-author or co-editor of 9 books, including “The New Emerging Market Multinationals” (McGraw-Hill, 2012), which was selected as the “Best Business Book of 2012” in the Strategy area, by Strategy + Business magazine.

He is on the Editorial Boards of the Journal of Marketing, Journal of Consumer Psychology, Journal of Advertising Research, Journal of International Business Studies, and others. His work has been cited over 32,000 times in the academic literature and has won several awards for long-term impact.