Rajeev Batra

Sebastian S. Kresge Professor of Marketing. Director of Yaffe Center for Persuasive Communication at Stephen M. Ross School of Business

Biography

Stephen M. Ross School of Business

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.

Read about executive education

Books

The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands AuthorsRajeev Batra Published Date06/2012 Source McGraw-Hill

The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands AuthorsAmitava Chattopadhyay and Rajeev Batra (equal authorship), with Aysegul Ozsomer Published Date06/2012 Source McGraw-Hill 978-0-07-178289-0

Leveraging Consumer Psychology for Effective Health Communications: The Obesity Challenge. AuthorsRajeev Batra Published Date2011 Source Armonk, N.Y.: M.E.Sharpe, 2011

Papers

  • The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands AuthorsRajeev Batra Published Date06/2012 Source McGraw-Hill
  • The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands AuthorsAmitava Chattopadhyay and Rajeev Batra (equal authorship), with Aysegul Ozsomer Published Date06/2012 Source McGraw-Hill 978-0-07-178289-0
  • Leveraging Consumer Psychology for Effective Health Communications: The Obesity Challenge. AuthorsRajeev Batra Published Date2011 Source Armonk, N.Y.: M.E.Sharpe, 2011

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