K.N. (RAJ) RAJENDRAN
Associate Professor of Marketing     

Education
Ph.D., University of Iowa (1990).

Teaching Interests
New Product Management, Pricing, Marketing Research, Marketing Strategy, Principles of Marketing, Marketing Management.

Research Interests
The meaning of reference price and its role in brand choice. Understanding consumer price and value perceptions. Explaining perceived quality of domestic and foreign products. Outcomes assessment in education and its uses.

Professional Accomplishments
Dr. Rajendran's papers have been published in the Journal of Marketing, International Marketing Review, Journal of Education for Business, Journal of Marketing Management, Proceedings of the Academy of Marketing Science, and the Elgar Companion to Consumer Research and Economic Psychology. Raj had a rich background of experience, prior to his doctoral studies. Before embarking on his doctoral degree, he worked for nearly nine years in different managerial capacities for State Bank of India, six of them in the Bank's Consultancy Cell. His experience includes consulting, training, and coordinating World Bank sponsored development projects.

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