S. Ramesh Kumar is Professor of Marketing at the Indian Institute of Management Bangalore. He has twenty-five years of industrial, teaching, and research experience. He was awarded the ICFAI Best Teacher Award by the Association of Indian Management Schools for his contribution to marketing education. He has published several papers in international journals like the Journal of Brand Management and the Ivey Business Journal and has coauthored papers for the Journal of Customer Behaviour and the Ivey Business School’s Case Collection. He has presented papers in academic conferences, conducted by the American Marketing Association, the Academy of Marketing, UK, and the Swedish Psychological Association, in several parts of the world. He has published four marketing books, which deal with conceptual application of marketing (his book “Marketing Nuggets-Conceptual Dimensions in Marketing” won the first prize awarded by The Federation of Educational Publishers in India). He has written several case studies and articles for Indian magazines and newspapers like Business Today, Strategic Marketing, The Hindu, and The Hindu Business Line. He has been extensively involved in training executives at the Indian Institute of Management Bangalore and is on the editorial board of the Journal of Asian Business Studies and IIMB Management Review.