Madhu Viswanathan

Associate Professor, Marketing
Research Director - IIDS




Madhu Viswanathan is an Associate 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.



  • 2022 - Present: Associate Professor, Indian School of Business
  • 2019 - 2022: Senior Assistant Professor, Indian School of Business
  • 2012 - 2019: Assistant Professor, University of Arizona, Eller School of Management


In the Media

October 28, 2021: Achieving 4 As in primary healthcare, Telangana Today.

Research & Publications