Contents: Foreword. Preface. I: Rethinking and Re-envisioning Marketing: 1. Reimagine Marketing/Yoram “Jerry” Wind. 2. Daring to Understand and Change Thinking/Gerald Zaltman. 3. Envisioning Marketing Advances in an Era of Disruptions: A Bottom-up Perspective from Subsistence Marketplaces/Madhubalan Viswanathan. 4. Advancing the Study of Marketing’s Impacts on Society/William L Wilkie. 5. Should Government Regulate Questionable Goods and Services?/Philip Kotler. 6. The Historical Roots of Marketing’s Badge of Infamy/Robert Winsor and David W Stewart. II: Marketing for a Better World: 7. Environmental Sustainability Innovations, Sustainability Stakeholders and the Triple Bottom Line/Rajan Varadarajan. 8. Building Sustainable and Socially Impactful Businesses at the Base of the Pyramid/Amitava Chattopadhyay. 9. From Bystanders to Owners: Marketing Sustainability Ownership to Stakeholders to Secure Our Future Well-being/C. B. Bhattacharya. 10. Sustainability as a Key Component of Marketing Strategy: A Societal Approach/Marcelo L D S Gabriel. 11. Pioneering Research on Sustainability/Omar Rodriguez-Vila and Sundar Bharadwaj. III: Managing Marketing in a Turbulent World: 12. Organizing Marketing for an Era of Digital Turbulence/George S. Day. 13. Harnessing Disruptions for Marketing Strategies/Rajeev Batra. 14. Economic Tremors and Earthquakes: Sharing, the Sharing Economy, Crowdfunding, Cryptocurrencies and DAOs/Russell Belk. 15. Funding by the Masses: Crowdfunding Platforms and Their Disruption of Traditional Marketing Functions/Yee Heng TAN and Srinivas K Reddy. 16. Customer Journey Modelling: An Integrated Approach to Quantify the Importance, Contribution and Efficiency of Paid, Owned and Earned Media/JoAnn Sciarrino, Jim Friedman, Todd Kirk, Kim Kitchings and John Prudente. 17. Increasing Marketing’s Impact: Making Everyone a Marketer/Edgar Leonard, Neil Bedwell and Nicholas Roth. IV: Enhancing Customer Experience and Value: 18. Innovating the Customer Experience/Ruth N Bolton. 19. Customer Centricity in the Digital Age: Rediscovering Value/G. Shainesh. 20. The Contextual Nature of Value in Use/Michael Kleinaltenkamp and Dimitri Dekanozishvili. 21. Value-based Marketing in Business-to-Business Markets: Foundation, Logic and Proposal for a Generic Process/Thomas Werani. 22. The 4 As of Marketing Framework and Social Network Platforms/Md Tarique Newaz, Dennis Arnett and Mayukh Dass. 23. Value of Outsourcing Sales and Marketing by CPG Companies in the Age of Retail Disruptions/Atul Parvatiyar, Naveen Donthu and Thomas W. Gruen. V. Understanding and Managing Customers: 24. Organizational Buying Behaviour: Where We Have Been and Where We Need to Go In/Robert E Spekman and Robert J. Thomas. 25. Practical Tools and Frameworks for Customer Management in Business Marketing/Douglas Bowma. 26. Interactivity and International Business/Hakan Hakansson and Ivan Snehota. 27. Are You Ready for Relationship Marketing? It Is a Business Challenge/Christian Gronroos. 28. Trust in Persons, Organizations and Systems/W Fred van Raaij. 29. Can Brand Custodians Cope with Fake News? Marketing Assets in the Age of Truthiness and Post-Fact/Pierre R Berthon, Ivan Fedorenko, Leyland F Pitt and Sarah Lord Ferguson. VI: Marketing Technologies, Analytics and Research Methods: 30. The Evolution of Marketing Technology/Jürgen Kai-Uwe Brock. 31. Influence of Technology and Data on Customized Marketing Strategy/V. Kumar and Divya Ramachandran. 32. How and Why Artificial Intelligence, Mixed Reality and Blockchain Technologies Will Change Marketing We Know Today/Denish Shah and Emily Shay. 33. Contemporary Disruptions in the Realm of Research Methods in Marketing/Dawn Iacobucci. 34. The Two Stars of Marketing Analytics: Automated and Directed Systems/Arvind Rangaswamy. 35. Modelling Choice of Multiple Items Vithala/R. Rao. 36. Integrating Social Media in Marketing Research Courses Naresh/K. Malhotra and Steven M Burgess. VII: Pushing the Frontiers of Marketing Discipline: 37. Seating Gigerenzer, Gladwin, McClelland, Sheth and Simon at the Same Table: Constructing Workbench Theories of Decision Processes That Predict Outcomes Accurately/Arch G Woodside. 38. International Marketing as a Discipline/Johny K. Johansson. 39. The Next Frontier in Marketing: Self-Sustaining Marketing, Society and Capitalism Through Collaborative Yet Disruptive Partnerships/Can Uslay. 40. Conscious Marketing: Meaning and Application/Gary Ottley, Nada Nasr Bechwati and Rajendra Sisodia. VIII. Jagdish Sheth—Impact, Views and Tributes: 41. Musings on the Past, Present and Future: An Interview with Jag Sheth/Atul Parvatiyar and Rajendra Sisodia. 42. Young Jagdish: A Tribute to His Early Years/Morris B Holbrook. 43. I Am Standing; No, I Do Not Use Grecian Formula; No, I Am Not an International Grad Student: An Essay in Appreciation of Jag Sheth/Terry Clark and Martin Key. 44. Jagdish Sheth: Evangelizing in and About Emerging Markets/Mona Sinha. 45. Personal Tribute to Jagdish N. Sheth/Richard P Bagozzi. 46. Multiplicative 4 Ps That Characterize Jag Sheth/Paul Baines. 47. Reflections on Jagdish Sheth: A Marketing Role Model/Leonard L Berry. 48. Jagdish Sheth: Heart of Marketing/Ruth N Bolton. 49. A Personal Tribute to Jagdish Sheth for His 80th Birthday/George S. Day. 50. Jag Sheth: Thanks to a True Giant!/Gary Frazier. 51. Some of My Background with Jagdish Sheth/Tomas Hult. 52. A Tribute to Jag Sheth: An Extraordinary, One-of-a-Kind Career Shelby/D. Hunt. 53. Jag the Compassionate Master Academic Ajay/K. Kohli. 54. Jag Sheth: Tribute to a Game Changer Richard/J. Lutz. 55. Jag Sheth: A Blessed Man and an Amazing Role Model/Vijay Mahajan. 56. Tribute to a Timeless Scholar with a Brilliant Mind and a Bountiful Heart/A. Parasuraman. 57. Why Do I Admire Jag Sheth?/C. Whan Park. 58. Jagdish Sheth: A Living Legend, My Guru, Mentor and Benevolent Benefactor/Atul Parvatiyar. 59. Jagdish Sheth: Scholar, Innovator, Mentor and Philanthropist/Adrian Payne. 60. A Tribute to Professor Jagdish Sheth: A Consummate Marketer/Vithala R Rao. 61. Jag Sheth: A Friend, Guide, Mentor and Father Figure/Rajendra Sisodia. 62. Dr Jagdish N. Sheth: A Servant Leader Scholar, Helpful Scholar, Energetic Scholar, Teacher Scholar and Humble Scholar/Rajan Varadarajan. 63. Jagdish Sheth: The Jaguar of Marketing/Madhubalan Vishwanathan. 64. Jagdish Sheth: A Statement of Personal Impact and Appreciation/Stephen L. Vargo. We are in an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a significantly higher pace to address the changing context of market behaviour. Handbook of Advances in Marketing in an Era of Disruptions is meant to share ideas and new knowledge that are relevant to this world of disruptions. Leading scholars from around the world, who have keenly observed the changing market environment, business policies, parameters, theories, methods and practices, have put forth their theses on how marketing thinking needs to evolve to keep pace with the market reality.