Dr Arun Kumar Deshmukh is working as Assistant Professor at Institute of Management Studies, Banaras Hindu University, Varanasi. He completed his MBA with Marketing specialization from Barkatullah University, Bhopal. During his corporate affiliations, he was sponsored by Malayala Manorama Co. Ltd. for a one year Executive Program for Young Professionals (EPYP) from IIM, Calcutta. Dr Deshmukh completed his PhD in Management from Institute of Management Studies (Erstwhile FMS), BHU, Varanasi. He has also undergone a three months residential Faculty Development Program in Management (FDPM) from IIM Indore to hone his teaching and research aptitude for management. His research and teaching interests include sales and channel management, retailing, services marketing, demand chain management, consumer behavior, social marketing and public policy. He has more than nine years of experience in academics and industry. Prior to this assignment, he has worked with Jaypee Business School, Jaypee Institute of Information Technology (JIIT-Deemed to be university), Noida, TAPMI School of Business, Manipal University Jaipur, BHU, Varanasi, IIM Lucknow, JNU, Jaipur, and IBS Kota. His industry affiliations include Malayala Manorama Co. Ltd, Dainik Bhaskar, and Bajaj Electricals. He has also worked on various funded research projects of national and international importance sponsored by Govt. of India, World Bank-ICAR, MHRD, and ICSSR with an impact on policy making. Dr Deshmukh was awarded with three national level fellowships of repute during his doctoral research i.e., UGC-JRF/SRF, ICSSR-National Doctoral Fellowship, and MHRD Fellowship. He was also selected for Emerald Research Program in 2014, UK. He has published his researches in erudite journals such as Journal of Modelling in Management, Journal of Revenue and Pricing Management, Journal of Supply Chain Management and Systems, Journal of Supply Chain Management to name a few. His four research papers have been awarded as the best papers in various international and national conferences. He has also won the Capstone Business Simulation (USA) competition held at IIM Indore in 2010. He is on the editorial and review board of various journals from various databases such as Emerald, Science Direct, Springer-Nature, and Inder Science He has the membership of several professional bodies such as AIMA, ISMCDM, ISTD etc.