Ashwini K. Awasthi is Professor of Marketing at institute of Management, Nirma University, Ahmedabad. He holds a Ph.D. from Himachal Pradesh University, Shimla. He has 24 years of experience in Industry and academia. He has worked for a decade in Indian, and multinational corporations in sales and marketing line. He has been teaching management courses for the last 14 years. A recipient of research grants from University Grants Commission of India, his articles have been published in peer- reviewed journals, and he has presented research papers in international conferences. He has been a resource person in a workshop conducted by United Nations Development Projects, and has consulted to a project supported by United Nations Development Projects, Ministry of Rural Development, Government of India. He has also consulted to entrepreneurs. He has conducted management development programmes, and faculty development programmes on different marketing areas, and has taken sessions in various executive programmes for many organizations. His academic interests are in the field of marketing management, marketing research, sales management, and services marketing.