Siddharth Shekhar Singh is an Associate Professor of Marketing at the Indian School of Business (ISB), Hyderabad and Mohali, India. He heads The Media Hub, which is ISB’s initiative for excellence in media research. He was also the first director of the Fellow Programme in Management (FPM; ISB’s doctoral programme). He has a Ph.D. (Marketing) from the J. L. Kellogg School of Management, Northwestern University (USA), an MBA (Marketing and Finance) from the University of Illinois at Urbana-Champaign (USA), and a B. Tech. (Electronics & Communications Engineering) from the Indian Institute of Technology, Banaras Hindu University (India).

Professor Singh’s research broadly focuses on a firm’s ability to achieve sustainable competitive advantage. His work attempts to help firms identify the “right” customers for acquisition and retention, and more profitably manage relationships with them over time. He researches marketing initiatives such as customer loyalty programs and online customer communities. Some other issues that he works on concern the development of financial metrics to evaluate marketing decisions (e.g., customer lifetime value), customer segmentation, purchases, returns, and marketing analytics.

Dr. Singh has co-authored three textbooks with Prof. Noel Capon (Columbia University, New York, USA) for MBA students and business executives. The books titled Managing Marketing: An Applied Approach with its companion The Marketing Toolkit, Managing Marketing: A Concise Approach, and Essentials of Managing Marketing are published by Wiley India. Dr. Singh publishes in globally renowned academic journals such as Marketing Science, Management Science, Quantitative Marketing and Economics, Journal of Service Research, Decision Support Systems and Journal of Interactive Marketing.

Prior to his Ph.D., Professor Singh worked for several years with Johnson & Johnson in Product Management and Sales Management both in the US and India. His responsibilities included managing several product lines and launching new products. His consulting experience includes firms in a variety of industries (e.g. media, healthcare, high technology, retail).


  • Ph D (Marketing), J. L. Kellogg School Of Management, Northwestern University 2003
  • MBA (Marketing & Finance), University of Illinois 1996
  • Bachelor of Technology (Electronics Engineering), Institute of Technology, Banaras Hindu University 1994


Published Papers
Books and Monographs
Working Papers