Dr. Preeta H. Vyas

Associate Professor( Marketing & Business Development)

+91 255556503

Overview:

Dr. Preeta Vyas holds MBA (Marketing) and PhD in Business Management from Gujarat University. She received a Gold Medal for scholastic performance in Statistics during graduation. She has worked for more than 3 decades in the Marketing Area at IIMA. She has taught courses like Marketing Management and Advertising & Sales Promotion Management at IIMA and also at other B-schools in India including IIM Indore as a Visiting Faculty. She has written a number of case studies in Marketing which are registered with IIMA case unit. She has participated in several international conferences and presented research papers in US, Singapore and IIMA. She has consulted SEWA(NGO) on two projects and had been a trainer for their( SEWA Academy) Training Programmes

Education:

Phd in Business Management, Gujarat University(1995).

MBA from B.K. School of Business Management, Gujarat University (1979)

Bcom with Statistics(1977)

Visharad(B.A. music) in vocal classical Music.

Research:

Her current research interests include marketing communication practices of Infrastructure Sector companies, applications of marketing principles and development of case studies in marketing & business development.

List of research papers:

  1. AIIM,WP No. 2014, 12, Key Acconut Management Practices.
  2. AIIM, WP.No. 2013, 11, The Role of a BD Manager.
  3. AIIM, WP. No. 2013,10 ,Non Major ports of India & Gujarat; Business Development Challenges. Challenges.
  4. AIIM, WPNo. 2013 ,09, Corporate Logo Change:Study of stakeholder perceptions.
  5. AIIM,WP No. 2012 08, Challenges of Customer orientation and individual performance: A case from infrastructure sector(Co-authored)
  6. AIIM, WP No. 2012 07, Business development practices at Adani Power

7. IIMA Working Paper W.P. No. 2012-06-08, June 2012,”Key Account Management”

8.IIMA Working Paper No.1386, "Trends in Sales Promotion Literature." (Co-author).

9.Reviewed a Book titled "Marketing Mantra: The Real Story of Direct Marketing in India" in Alumnus, Vol.31, No.1, Jan./Feb. 1999.

10.Reviewed a Book titled "Product Design and Test Marketing of Information Products/Services", in Alumnus, Vol.32, No.2, May/June 2000.

11. IIMA working Paper No. 2002-07-02," An Exploratory study of Sales Promotion

activities in Toilet Soap Category: An Insight into Consumer and Retail Perceptions" (co-author)

12. IIMA W.P. No. 2005-09-08” Measuring Consumer Preferences for Sales Promotion Schemes through Conjoint Design in FMCG Sector”.

13. IIMA W.P. No. 2004-06-07,” Classification of Empirical Work on Sales Promotion: A Synthesis for Managerial Decision Making”.

  1. IIMA W.P. no.2007-07-01,” Indian Organised Apparel Retail Sector and DSS” July 2007.
  2. IIMA W.P. no. 2007-07-11 ,"Loyalty Programme Applications in Indian Service Industry" , July 2007.
  3. IIMA W.P. no. 2008-12-01,” Loyalty Programmes: Practices, Avenues and Challenges” (Co-authored)

List of Cases :

  1. Evolution of Fortune brand Communications of Adani Wilmar, accepted for publication in Asean Case Research Journal, Singapore.
  2. Rudi SEWA: Marketing Challenges
  3. Zyantra: Innovative Corporate gift Solutions Comapny
  4. Savli Biotech SEZ: Business Development
  5. Customer Care at Adani Gas Ltd
  6. Customer satisfaction measurement at Adani Gas Ltd.
  7. B2B Customer acquisition and retention practices at Adani Gas Ltd

Teaching Notes:

  1. TN: Evolution of Fortune brand communications of Adani Wilmar Ltd.
  2. TN: Rudi SEWA
  3. TN: Zyantra: Innovative Corporate gift Solutions Comapny

Publications:

  1. DSS (Decision Support systems) in Indian Organised Retail Sector” June 2007.(Chapter of a book titled” Handbook of Research on Information Communication Technologies and Globalization of Retailing Applications" published by IGI Global - (Disseminator of Knowledge Since 1988)(formerly "Idea Group Inc.")
  2. Sales Promotion Practices in Apparel Retail Sector& Challenges Ahead” October 2007.(Chapter of a book titled “Customer Relationship Management in Retail”, published by ICFAI, India)
  3. “Measuring Consumer Preferences for Sales Promotion Schemes in FMCG Sector in an emerging market: India” The Journal of American Academy of Business, Cambridge, December, 2005.
  4. “Incentive outlay ratios in Fast Moving Consumer Goods sector” Vikalpa, October- December 2005.
  5. “Evolution and challenges of Indian Petro Retailing” Mastermind, ICFAI Publication, October,2005. (Co-author)
  6. “Managing Durable goods sales promotion” Advertising Express, July 2005, ICFAI Publication
  7. "Net based promotions:Practices, Prospects and Challenges ," Electronic CommereceResearch,5:401-424,2005.(co-author)
  8. “Joint Sales Promotion Prospects and issues”, IIMB Management review , Sept 2004
  9. Co authored an article titled" Sales Promotion: Does it work?" Indian Management, September 2002
  10. Case Study "Zarna Sales Promotion practices", published in a Book titled Selected Papers and Proceedings of the AIMS Seventh Annual Management Education Convention, 1995.
  11. "Building a brand in International/Global markets" published in a Book of Proceeding of Sessions of BOMA National management Convention 1988 - Theme "Facing Challenges of Globalization".
  12. “Evolution of Adani wilmar’s Fortune Brand Communications” accepted for publication in Asean Case Research Journal, Singapore.

Teaching:

Teaching Experience:

Courses : Marketing Management, Advertising & Sales Promotion Management, International Marketing, Service Marketing, Business Development in Infrastructure Sector.

MDPs: Taught 4 sessions on Marketing in total 15 Adani Emerging Leadership Programme(AELP) 2011-2014.

Taught 4 sessions on Marketing at IIMA MDPs for top management of SEWA & dealers of BPCL (Bharat Petroleum Company Ltd.)

In-Media:

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