Dr. Indrajit Sinha
Associate Professor
Marketing
Dr. Sinha is the co-author of a new book entitled "Reverse Psychology Marketing: The Death of Traditional Marketing and the Rise of the New "Pull" Game". This book provides new and interesting insights into the changing nature of marketing and branding strategies that are important to all firms.
Dr. Sinha joined the Fox School in 1996. He is the Washburn Research Fellow at the Fox School. His research interests are in branding and pricing, including such areas as managing customer value and loyalty, understanding brands, marketing of high-tech products, and the role of the Internet on all these topics. He has published in such journals as Harvard Business Review, Journal of Marketing, Journal of Marketing Research, Psychometrika, International Journal of Research in Marketing, Strategic Management Journal, and Journal of Retailing. He received his Ph.D. in Business Administration from the University of Michigan. He is often interviewed and quoted on Marketing topics in the national and international press and media. He has taught and lectured at business schools worldwide including the Columbia Business School (NY), ESCP-EAP (Paris), and the HKUST (Hong Kong).
