Prof. Pratika Mishra

Professor - Marketing

about faculty

Education experience-

Ph.D. (2009), Indian Institute of Information Technology, Allahabad
o Titled: “Exploring the Usage of Information Technology in Managing Relationship-
An Analysis of Indian Automobile Industry”
MBA (2005), Indian Institute of Technology (IIT ISM), Dhanbad
B. Com (2003, Gold Medalist), University of Allahabad, Allahabad

Teaching Experience-

17 Years of Teaching Experience in the area of Marketing and Research

Academic Affiliation-

Reviewer for Int. J. of Business Innovation and Research (IJBIR), Inderscience, 2023
Founder Editor of Journal Applied Management Perspectives, 2583-0546, 2021-2023
Founder Editor Newsletter, Management Sapience,2018-2023
Associate Editor Review of Professional Management, ISSN: 0972-8686, 2016-2017

Professional Affiliation –

teaching & research

Teaching Interest:

Integrated Marketing Communication
Strategic Marketing
Corporate Strategy

Research Scholars Supervision:

Swati O Dham: Working Area: Advergaming, Ansal University, Gurgaon-Awarded in 2016
Savita Sharma: Working Area: CSR, Ansal University, Gurgaon-Awarded in 2016
Ridhwan-Un-Nissa: Working Area: Content Development in Social Media Marketing, Gurgaon-Awarded in 2018
Aurobindo Karyikere: Working Area: Agri Marketing, Presidency University, Bengaluru-Awarded in 2022
Radhika Arora: Working Area: Fashion Marketing & Technology, Presidency University, Bengaluru-Awarded in 2023
Venkatesh Ganapthy: Working Area: Online Grocery and Customer Loyalty, Presidency University, Bengaluru- Ongoing

consulting

• Developing Marketing Communication Strategy for a Gurgaon Based Start Up Corporate Carpool Company, ORAHI,
• Developing Channel partner Strategy for Statcon Energiaa Pvt. Ltd.
• Content Development for courses on Research Methodology for Project on InformationTechnology Enabled Services (ITES), DIT, MCIT, GoI

publications

Journals:

“A review of AI (Artificial Intelligence) tools and Customer Experience in online fashion retail” Radhika Arora & Pratika Mishra, International Journal of E-Business Research (IJEBR), Volume/Issue: 18/2, ISSN: 1548-1131, EISSN: 1548-114X, DOI: 10.4018/IJEBR.294111, 2022, SCOPUS, Web of Science, ABDC

“Value Chain Analysis of Agri-commodities: A Systematic Review of Mangoes in India”, Aurobindo K & Pratika Mishra, Sustainable Marketing and Customer Value, Routledge (T&F) publication, 2022, 9781003173311, SCOPUS

“Understanding and evaluating the value leakage in horticultural commodities: A case study of Mangoes”, Aurobindo K & Pratika Mishra, Empirical Economic Letters, 20 (Special Issue 2) (September 2021) ISSN 1681 8997, ABDC

“Advergames: Exploring the New Landscape in Marketing”, Pratika Mishra & Swati O Dham, Psychology and Education, Vol. 58, Issue 2, 2021, SCOPUS

“Hotel employees’ perceptions about CSR initiatives and there potential to support the skill India initiative”, Savita Sharma & Pratika Mishra, Worldwide Hospitality and Tourism Themes, ISSN: 1755-4217- Feb, Vol. 11, Issue I, 2019, Emerald Publishing, ABDC Listed, SCOPUS

Conference & Book Chapters:

“Value Chain Analysis and Sustatinability of AI & Machine Learning in various stages of Online Fashion Retail”, Radhika P & Pratika Mishra, Sustainable Marketing and Customer Value, Routledge (T&F) publication, Scopus

“Breaking Down Language and Cultural Barriers Through Contemporary Global Marketing Strategies”, Pratika Mishra, Chithambar Gupta & Swati O Dham edited by Khosrow-Pour, IGI Global, Demystifying the Indian Way of Doing Business: An Overview, Pg 65-78, DOI: 10.4018/978-1-5225-6980-0.ch004, 2019

“Innovation in the Medium of Product Communication”, Adarsh Somani, Swati O Dham & Pratika Mishra, Digital Innovation: Meeting the Business Challenges, Pg 32, Excel India Publication, 2018

“Paradigm shift in gender roles towards Advergames: New Vistas in Advertising”, Swati O Dham & Pratika Mishra, IIM-NASMEI Summer Marketing conference, IIM Indore, July 28-29, 2017

“Scholarship of Trans Disciplinary Learning (TDL) as an Innovative Pedagogy in University System: Learning from the Experience” Pratika Mishra et al, Innovative Management Education Pedagogies for Preparing Next-Generation Leaders SBN13: 9781466696914|ISBN10: 1466696915|EISBN13: 9781466696921|, Edited Book Chapter, IGI Global Publishing

Books:

Book on “Application of Gaming in New Media Marketing”, edited by Pratika Mishra & Swati Oberoi Dham, published by IGI Global, ISBN: ISBN13: 9781522560647
Book on “Recent Advances in Management & Information Security”, edited by, Anurika Vaish, Pratika Mishra, Abhishek Vaish, Pallavi Dixit , M.D. Tiwari, Shree Publishers & Distributors, ISBN-978-81-8329-375-4.
Edited Book on Key Pillars to Business Success: Strategy, Innovation and Technology, Managing Editor, Excel Publications, ISBN: 978-93-5062-372-5

Prof. Pratika Mishra

about faculty

teaching & research

consulting

publications

awards & honors