Books – Prof. Varsha Jain

Books by Dr. Varsha Jain

A collection of authored and co-authored books by Dr. Varsha Jain, spanning multiple themes, disciplines and contexts. These works reflect scholarly inquiry, teaching engagement and broader intellectual contributions.

Digital Consumer Behavior

Publisher: Routledge, Taylor & Francis, UK (January 2026)

Author (s): Prof. Jagdish Sheth and Prof. Varsha Jain

This textbook explores the core concepts and contemporary themes of consumer behavior relating to the digital environment.

Illustrated through lively short examples and longer case studies from around the world, the book explores how technology influences consumers’ cognitive, affective, and behavioral aspects and how the consumer makes decisions in this context. Highly comprehensive, topics covered include data-driven consumer decision-making, consumer value co-creation, consumer knowledge sharing, social media, social factors, customer experience, diversity, and inclusion. Each chapter begins and ends with a case, providing live situations where students can connect with the core concepts, chapter objectives, key learning points, and discussion questions to frame and structure learning.

Offering an in-depth understanding of the dynamic changes in consumer behavior, this text is ideal core reading for advanced undergraduate and postgraduate students studying consumer behavior, particularly in the digital environment, customer experience management, digital marketing, and the digital consumer.

Aaker in Branding for the AI world

Publisher: Wiley (December 2025)

Author (s): Prof. David Aaker and Prof. Varsha Jain

Branding is more than a logo-it is the promise, personality, and purpose that shape every customer experience. David Aaker’s work has long been the global gold standard for understanding how brands drive strategy, relevance, and loyalty. This Indian adaptation by Varsha Jain builds on this foundation, exploring how to build powerful brands in India’s vibrant, values-driven market. From Amul’s cooperative roots to Tata’s purpose-driven pillars, this edition highlights how Indian brands build communities, leverage social programs, and create “must haves” that resonate with millions. Readers will discover actionable frameworks-the SBs, brand vision pillars, and signature stories-tailored for India’s digital, diverse, and purpose-driven market. Whether you’re a student building your expertise, a marketer crafting the next big campaign, or a founder shaping your brand identity, this book will guide you in creating brands that don’t just sell-they matter. Branding is a craft. With vision and conviction, you’ll build brands that last.

Brand India: Story of Bharat in a Changing World

Publisher: National Book Trust, India (August 2025)

Author (s): Prof. Himanshu Rai and Prof. Varsha Jain

The book emphasises that India is now recognised as one of the fastest growing economies. As the explosion of IT, pharmaceuticals, biotech, etc., has established India as a talent powerhouse in thinking and creating, superpowers prefer to recruit brains among our best and brightest here.

Marketing in the Digital Age: Navigating Disruptions and Embracing Innovations

Publisher: Allied Publishers Private Limited (December 2024)

Author (s): Dr. Varsha Jain and Dr. Amit Karamchandani

This book is a compilation of abstracts submitted to MICA ICMC 2025, held from January 7th to 8th, 2025. MICA ICMC 2025 is the 11th edition of the International Communication Management Conference, an annual global event organized by MICA. The theme for the conference was “Marketing in the Digital Age: Navigating Disruptions and Embracing Innovations.

Customer Centric Support Services in the Digital Age

Publisher: Palgrave Macmillan (January 2024)

Author (s): Prof. Jagdish N. Sheth, Prof. Varsha Jain, Dr. Emmanuel Mogaji, Ms. Anupama Ambika

This book explores how customer service can become the singular competitive differentiator for organizations in the digital era.Given the pace of digitization and the rise in customer expectations post-pandemic, organizations must focus on customer-centricity in all functions in the digital age, providing factors, enablers, and processes for customer service and sharing best practices based on research from global experts.

The book is a valuable resource for students and researchers keen on understanding the new digital landscape in customer service to develop, maintain, and enhance customer relationships.

Qualitative Research for a Digital World: A Practical Guide

Publisher: Sage Publications (January 2025)

Author (s): Emmanuel Mogaji, Varsha Jain, Himani Sharma

Do you want to understand and apply qualitative research methods in a digital context? This book will help you navigate the complexities of digital access and fluency, ensuring a broad lens on research methodologies. From step-by-step guides to innovative frameworks, each chapter is crafted to give you the confidence to carry out cutting-edge qualitative research.

This book will provide you with

A. The knowledge you need to advance your qualitative research understanding across all disciplines.

B. A practical reflection of the application of relevant research methodologies.

C. An overview of research ideas, cases, and examples.

With a wealth of exercises and examples, this book will become a reference point for qualitative research in the digital context by adopting a case-in-point approach for students across all social science disciplines.

Artificial Intelligence in Customer Service: The Next Frontier for Personalized Engagement

Publisher: Palgrave Macmillan (August 2023)

Author (s): Prof. Jagdish N. Sheth, Prof. Varsha Jain, Dr Emmanuel Mogaji, Ms. Anupama Ambika

This edited volume elucidates how artificial intelligence (AI) can enable customer service to achieve higher customer engagement, superior user experiences, and increased well-being among customers and employees.As customer expectations dictate 24/7 availability from service departments and market pressures call for lower costs with higher efficiency, businesses have accepted that AI is vital in maintaining customer satisfaction. Yet, firms face tough challenges in choosing the right tool, optimizing integration, and striking the appropriate balance between AI systems and human efforts. In this context, chapters in this book capture the latest advancements in AI-enabled customer service through real-world examples. This volume offers a global perspective on this contemporary issue, covering topics such as the use of AI in enhancing customer well-being, data and technology integration, and customer engagement.

Consumer Behavior : A Digital Native

Publisher: Pearson Education (August 2019)

Author (s): Dr. Varsha Jain, Prof. Jagdish Sheth, Prof. Don E. Schultz

Consumer expectations have undergone a paradigm shift since the dawn of the digital age. Offering a comprehensive view of a field that is evolving at an unprecedented pace, Consumer Behavior – A Digital Native, First Edition, is an honest attempt to capture and showcase how the millennial consumer is responding to the democratization of digital technology. Encompassing pioneering concepts, latest developments and in-depth case studies, this book combines a practical, real-world focus with visual pedagogy to present an engaging and exciting look at the changes in consumption pattern of the digital natives. This text will be of great interest to students, professors, readers, and entrepreneurs as it brings forth a pedagogical, framework-driven approach mostly lacking across academic and corporate circuits.

Customer Relationship Management in the Digital Age

Publisher: Routledge (June, 2025)

Author (s): Prof. G. Shainesh, Prof. Jagdish N. Sheth, Prof. Varsha Jain

Customer Relationship Management in the Digital Age charts the concepts, strategies, benefits and technologies of CRM in an evolving and increasingly digital business landscape.It empowers readers with the skills to use CRM to forge enduring customer connections, optimize experiences and drive loyalty across diverse industries and markets. Building upon existing literature, this guide offers a holistic approach that bridges theory and practice, making complex CRM concepts accessible to a wide audience. It integrates the latest technological advances, market trends and customer-centric initiatives, providing a comprehensive view of CRM’s role in an increasingly customer-driven era. Pedagogical features include case studies, practical strategies and real-world examples, as well as chapter summaries and discussion questions to guide the reader through the key learning points of each chapter.This helpful book enables readers to navigate the complexities of CRM implementation and customer-centric approaches and tailor strategies for B2B and B2C markets. It is particularly suitable for advanced undergraduate and postgraduate students of CRM, Sales Management, Relationship Marketing and Customer Experience Management, as well as reflective practitioners.

Branding and Disruptive Innovation, Owning Game-Changing Subcategories

Publisher: Wiley (November 2024)

Author (s): Prof. David Aaker and Prof. Varsha Jain

THE ONLY WAY TO GROW (with rare exceptions) is the disruptive innovation where “must haves” defining game-changing subcategories deliver new or markedly superior customer experiences or brand relationships. Branding, which holds the key to success of this growth strategy, is often underused or neglected. There are four branding jobs – to become the exemplar brand , position new subcategory, scale the customer base, and provide barriers to competitors. Case studies show how to implement this strategy in the fast-moving digital age. The alternative, “ my brand is better than your brand” competition, almost never generates growth and is not so fun.

Re-Imagining Educational Futures in Developing Countries: Lessons from Global Health Crises

Publisher: Palgrave Macmillan
(March 2022)

Author (s): Emmanuel Mogaji, Varsha Jain, Felix Maringe, Robert Ebo Hinson

This book explores the challenges and precarity of higher education post-pandemic, explicitly focusing on higher education in emerging countries. Looking beyond the pandemic, the editors and contributors provide a holistic view of the residual legacies of global health crises like COVID-19 in developing countries. The book calls for the need to reimagine, reevaluate and reposition the higher education system: exploring the challenges experienced by students, staff, administrators and other stakeholders. Bringing forth insights from researchers, practitioners and senior leadership, the book shares theoretical and practical insights on dealing with the aftermath of a pandemic and what can be learned for the future. It will be of interest and value to researchers, practitioners and leaders who wish to understand a develop new approaches for their teaching and management post-pandemic.

Marketing in a Digital World

Publisher: Palgrave Macmillan
(April 2026)

Editors(s): Varsha Jain, Githa S. Heggde, Russell Belk, George Spais

The book focuses on emerging digital marketing and consumer culture research directions. It brings together work on immersive experiences, AI-driven innovation, and cultural influences that shape modern consumption. The chapters examine how technology, creativity, and identity shape marketing strategies and consumer responses. With contributions from global scholars, the book offers a broad academic and practical view of how marketing continues to adapt to digital and cultural transformations. This edited volume originated from the International Conference Marketing Communication 2025 (ICMC), organised by Mudra Institute of Communications, Ahmedabad, India.

A. Emphasises on implications of immersive technologies like AR, VR, and XR in marketing
B. Focuses on marketing in the digitalization age on B2B businesses and supply chain management
C. Explores of sustainable marketing practices in the digital era

AI Marketing Essentials: Concepts and Practice for the Digital Age

Publisher: Routledge (May 2026)

Authors (s): Jagdish N. Sheth and Varsha Jain

AI Marketing Essentials: Concepts and Practice for the Digital Age explores the dynamic intersection of AI technology and marketing, providing theoretical frameworks for understanding its fast-growing potential in the development and implementation of successful marketing strategies.

By guiding the reader through the principles, tools, and techniques of AI in marketing, this comprehensive textbook will help readers understand how they can leverage AI to transform different marketing functions throughout the lifecycle of a product, from initial strategy to product development, pricing, and distribution. This book combines theoretical understanding with insights from industry to reinforce learning, featuring real-life examples and case studies from different industries and countries across the world. In the first section, the book introduces the AI marketing discipline and how it has evolved. It explains the fundamental AI concepts such as machine learning, big data, NLP, and algorithms, which are crucial to understanding how they work.

In further sections, the applications of these technologies are explored and explained in various marketing functions through case studies from multiple industries and concepts from marketing and technology. The application of these functions across retail, products, service, and business-to-business operations is then explored, followed by a critical discussion of the social and ethical dimensions and future directions for the use of AI in marketing.

An accessible guide for understanding the AI marketing space, this book will suit undergraduate and postgraduate students as well as marketing professionals looking to build foundational knowledge in the concepts and impact of AI in marketing.

I am deeply grateful to my co-authors, publishers, and readers for their trust, collaboration, and continued support.

Dr. Varsha Jain

Books by Dr. Varsha Jain

Quick Links

Connect & Collaborate