Prof. Bikramjit Rishi is a Professor in Marketing at the School of Management & Entrepreneurship (SME) at Shiv Nadar Institution of Eminence (SNIoE) (Deemed to be University) – Delhi (NCR). He has spent nearly two decades making significant contributions to the success and growth of the marketing discipline. His research has been published in several A & B league journals such as the Asia Pacific Journal of Marketing & Logistics, Journal of Consumer Marketing, Journal of Global Information Management, Marketing Intelligence and Planning, Journal of Brand Management, Australasian Marketing Journal, Journal of Financial Services Marketing, Journal of Marketing Communications, Social Responsibility Journal, Journal of Promotion Management, Journal of Systems and Information Technology, Borsa Istanbul Review and VINE Journal of Information and Knowledge Management System. His cases are published and listed in Harvard Business School Publishing (HBSP), Ivey Publishing, Emerald Emerging Markets Case Studies (EEMCS), Asian Case Research Journal (ACRJ), Asian Journal of Management Cases (AJMC) and Emerging Economies Case Journal. He has also published several edited books on social media marketing, marketing research, and consumer behaviour and a textbook in the domain of social media marketing. He has been a faculty fellow at the doctoral consortiums supported by the American Marketing Association (AMA) and the Academy of Indian Marketing (AIM). He has designed and delivered many training programs on marketing for Hindustan Coca-Cola Beverages Limited (HCCBPL), Maruti Suzuki India Limited (MSIL), Apollo Tyres Limited, APL Apollo Tubes Limited, Jubilant Foods, and RITES Limited.