Anita Goyal

Anita 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 Marketing and 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.

Publications

Communicating and Building Destination Brands With New Media
Communicating and Building Destination Brands With New Media
Anita Goyal. © 2022. 19 pages.
The chapter aims to discuss building destination brands with the use of brand placements, like in movies and in songs, brand communities, and storytelling through new media...
Communicating and Building Destination Brands With New Media
Communicating and Building Destination Brands With New Media
Anita Goyal. © 2021. 20 pages.
The chapter aims to discuss building destination brands with the use of brand placements, like in movies and in songs, brand communities, and storytelling through new media...
Innovations in Services Marketing and Management: Strategies for Emerging Economies
Innovations in Services Marketing and Management: Strategies for Emerging Economies
Anita Goyal. © 2014. 331 pages.
Modern corporations face a variety of challenges and opportunities in the field of sustainable development. Properly managing assets and maintaining effective relationships with...