Rajeev Batra
Sebastian S. Kresge Professor of Marketing
Education
PhD Stanford University 1984
MS University of Illinois 1980
MBA Indian Institute of Management 1977
BA University of Delhi 1975
Biography
Rajeev Batra's research interests include the strategy and tactics of brand-building; global branding and advertising; marketing issues in emerging markets; Asian consumers; emotional advertising: processes, role, measurement and effects; consumers' attitude structure toward brands and brand personality; repetition effects; and advertising budgeting.
Latest Faculty News & Research
Faculty News & Research
New Study Explores Asian Consumers Love of Luxury Shopping
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Faculty News & Research
Michigan Ross Professor Explores Multinational Brand Building Challenges in Developed Markets
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Featured Books
The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands
From smartphones and computers to blue jeans and beer, companies from China, India, Taiwan, Mexico, Turkey, and other emerging markets are now winning leading market shares with their own-branded, high-quality products—rather than with poorly produced products sold under others' brand names. These emerging-market multinational companies (EMNCs) are giving the incumbent market leaders of North...
Leveraging Consumer Psychology for Effective Health Communications: The Obesity Challenge.
This work brings together some of the most highly respected scholars and practitioners in the consumer psychology and health communication fields to analyse how the latest research can be best applied to the critical public health issue of obesity.