Chinmaya Kulshrestha

Dr. Chinmaya Kulshrestha received a PhD. in Management and an MBA from the R.A. Podar College at the University of Rajasthan, Jaipur, India. She also received her B.A from the University of Rajasthan. As a recipient of the National Scholarship Award, she has more than ten years of teaching, training, research, and consultancy experience to her credit. She was former Dean BBA, Bradford University, IILM Jaipur, and Programme Head MBA, BBA at JIMS, Jaipur. She is currently a member of the marketing faculty at MDI, Gurgaon, India. She has authored books on “Marketing Research” as well as “Branding and Sustainable Competitive Advantage Building Virtual Presence”. She has several research papers and articles published in reputed and refereed international journals, and has presented at numerous research conferences.

Publications

Strong Value Proposition through Social Media Tools: A Case of American Express
Strong Value Proposition through Social Media Tools: A Case of American Express
Avinash Kapoor, Chinmaya Kulshrestha. © 2016. 23 pages.
This chapter looks into social media tools being leveraged by marketing groups of various organisations. More specifically, this chapter attempts to identify the usefulness...
Dynamics of Competitive Advantage and Consumer Perception in Social Marketing
Dynamics of Competitive Advantage and Consumer Perception in Social Marketing
Avinash Kapoor, Chinmaya Kulshrestha. © 2014. 429 pages.
Although social marketing is generally associated with communication activities and mass media, there exists a broader scope of social marketing that utilizes a systematic...
Marketing or Social Marketing: Is There an Identity Crisis?
Marketing or Social Marketing: Is There an Identity Crisis?
Avinash Kapoor, Chinmaya Kulshrestha. © 2014. 15 pages.
The challenge is to understand what marketing is: is it a business activity or is it ultimately all about managing the social order and influencing the behavioural changes in the...
Strong Value Proposition through Social Media Tools: A Case of American Express
Strong Value Proposition through Social Media Tools: A Case of American Express
Avinash Kapoor, Chinmaya Kulshrestha. © 2014. 30 pages.
This chapter looks into social media tools being leveraged by marketing groups of various organisations. More specifically, this chapter attempts to identify the usefulness...
Cause-Related Marketing: Consumer Perceptions of Philanthropic Activity
Cause-Related Marketing: Consumer Perceptions of Philanthropic Activity
Avinash Kapoor, Chinmaya Kulshrestha. © 2014. 18 pages.
Cause-related marketing is established by a corporation that wishes to continue its philanthropic efforts by choosing one organization, or cause, with which to associate. Simply...
Branding and Sustainable Competitive Advantage: Building Virtual Presence
Branding and Sustainable Competitive Advantage: Building Virtual Presence
Avinash Kapoor, Chinmaya Kulshrestha. © 2012. 294 pages.
Successful brand building helps sustain relationships with consumers, creating long-term sustainable competitive advantage and protecting businesses from market turbulence and...
Is Being Perceived as Sustainable a Means to Achieve a Differential Advantage?
Is Being Perceived as Sustainable a Means to Achieve a Differential Advantage?
Avinash Kapoor, Chinmaya Kulshrestha. © 2012. 3 pages.
Sustainability has been a concern of activists, organizations, and public officials for several decades. The chapter discusses an important issue: whether consumers purchase...
Branding and Sustainable Competitive Advantage in Indian Politics: Brand Rahul Gandhi
Branding and Sustainable Competitive Advantage in Indian Politics: Brand Rahul Gandhi
Avinash Kapoor, Chinmaya Kulshrestha. © 2012. 24 pages.
Political marketing has grown leaps and bounds in India over the last two elections. The purpose of this chapter is to analyze as to how politicians have built their personal...