Dharmendra SinghGarima Malik is an Associate Professor in the Marketing area at Birla Institute of Technology Management (BIMTECH), Greater Noida. She is a Fellow of Xavier School of Management, XLRI Jamshedpur, India, and a recipient of the K.V. Raju (Narajuan Awar) Gold Medal awarded to an outstanding Ph.D. student. She has more than twenty years of academic experience. She guided the ten Ph.D students . Summer Faculty Research Fellow (2021) From IIT Delhi. Her research interests span various areas, including gamification, customer brand engagement, co-creation and gaming marketing experience. She authored more than 55+ research papers. In addition to her research contributions, Dr. Malik has written Seven books, two of which are textbooks, and five are case study and edited books. Her research papers are published in various leading journals such as Journal of Destination & Marketing Management, Economic Survey, Marketing Intelligence Planning, Service Marketing Quarterly, R&D Management Employee Relations International Journal of Bank Marketing, Tourism Analysis, Journal of Event Management, Information Technology & Tourism, International Journal of Healthcare Management, Journal of Global Marketing, Innovative Marketing, Pacific Asia Journal of the Association for Information Systems, Journal of Science and Technology Policy Management, among others. Read More Read Less