Rajesh K Aithal
Associate Professor
Specialization : Marketing
Qualification :
  • Fellow, IRMA
  • MBA
Email Id : rajeshaithal[at]iiml[dot]ac[dot]in
 Personal Webpage
Bio Data
Teaching Areas
Research Areas
Consulting Areas
Position Held
Recent Publiaction, Article, Cases
Awards & Recognitions
Bio Data
Have been with the IIM Lucknow Marketing area for more than ten years teaching basic marketing courses and electives in ‘Sales & Distribution’ and ‘BOP & Rural Markets’. Research Interests lie in anything related to rural, be it distribution, retail or tourism in rural. Have published in International of Retail & distribution Management and Asian case Research journal in the recent past.
Teaching Areas
  • Sales & Distribution Management
  • BOP & Rural Markets
  • Rural Marketing
Research Areas
  • Rural Distribution & Retail
  • Small Retail Issues
  • Rural Tourism
  • Informal Markets
Consulting Areas
  • Impact Studies of CSR/ Non Profit Initiatives
  • Rural Distribution Strategy Recommendations
  • Sales Force Optimization
Recent Publications, Articles, Cases
  • "Tamul Plates Marketing Pvt. Ltd. - The Growth Challenge" Asian Case Research Journal (Forth Coming)
  • "Book essay on Unrelenting Innovation: How to create a culture for market dominance", Journal of Business Research, 68 Feb, 2015.
  • “Marketing channel length in rural India: influence of the external environment and rural retailer buyer behaviour”, International Journal of Retail & Distribution Management, 40(3), 2012.
  • "Regional Science City Lucknow" Metamorphosis, 8(1), 2009.
  • "Kala Raksha Trust Kutch," Vision, 12(3), Oct-Dec, 2008, Sage Publications.
  • “Rural Marketing in Development Paradigm,” co-authored (second author), International Journal of Rural Management, 1(2), July –December 2005, Sage Publications.
  • “Distribution Channel Structure in Rural Areas: A Framework and Hypotheses,” co-authored (first author) Decision 32 (1), Jan-June 2005.