Ashish Sadh is a faculty of Marketing Management. He received his Ph.D. from Devi Ahilya University, Indore. His doctoral thesis was in the area of New Product Management with a special emphasis on Brand Extensions as New Product Introduction Strategies. Previously, he was associated with IIM, Indore as a fellow and with IIM, Ahmedabad as a research staff. He worked in Devi Ahilya University as a faculty for more than four years. His research areas of interests include advertising, brand management, and social marketing...............