Madhu Viswanathan is an Assistant Professor of Marketing at the Indian School of Business (ISB). Prior to joining ISB, he worked as an assistant professor at University of Arizona.
Professor Viswanathan’s research work focuses on the role of distribution channels, B2B relationships, salesforce compensation and its impact on marketing mix elements like prices and assortments. His work has been published in Journal of Marketing Research, a premier journal in marketing. He has consulted and worked with companies spanning a wide range of industries including retail, insurance and healthcare. Prof. Viswanathan received his PhD from the University of Minnesota, Twin Cities and his undergraduate from BITS, Pilani.


  • Ph D (Business Administration - Marketing), University of Minnesota, Carlson School of Business 2012
  • B.E (Hons.) (Mechanical Engineering), Birla Institute of Technology and Science, Pilani, India 2002


Published Papers

Books and Monographs


Working Papers

Viswanathan, Madhu

Senior Assistant Professor, Marketing
Research Director - IIDS