Anita GoyalAnita Goyal is an Associate Professor (Marketing) at Indian Institute of Management, Lucknow, India. She has 18 years of experience in academics. She is an MBA in Marketing Management from University of Poona, India, and a Ph.D. in Services Marketingand Consumer Behaviour from Jamia Millia Islamia, New Delhi, India. She has exposure of teaching and supervising projects at International level with EDHEC Business School, France and Thames Valley University, London. Her teaching and research interest areas include Principles of Marketing, Services Marketing, Product and Brand Management, Consumer Behaviour, and Strategic Marketing. She has guest edited two journal issues, one with Vision and other with Journal of Indian Business Research (JIBR). She has publications in national and international journals. She has also presented her research work in various national and international conferences. Read More Read Less