Dr. K. Rama Mohana Rao is Professor, Department of Commerce and Management Studies, Andhra University, Visakhapatnam. He obtained M.Com, M.B.A., and Ph.D. degrees fro Andhra University. He has rich teaching experience of 28 years in Marketing Management and Services Marketing. He has published four books and several research papers and reports. He is a member of many professional bodies and a consultant to many organizations.