Altaf Merchant

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Prof. Altaf Merchant

Altaf Merchant is Associate Dean and Associate Professor of Marketing, Milgard School of Business, University of Washington (U.S.A.). He is also a Visiting Professor at the University of Lorraine, and the Aix-Marseille University in France, Senior Research Fellow at the King’s College (U.K.), and Distinguished Professor in Residence at MICA School of Strategic Marketing in India. Altaf serves as Associate Editor of the Journal of Advertising Research and Program Co-Chair of the 2019 Academy of Marketing Science Annual Conference. He has published over 30 peer reviewed articles and made over 60 scholarly presentations worldwide.

His research focuses on advertising, branding, cross-cultural and nonprofit marketing issues, and has featured in Journal of Advertising, Journal of Business Ethics, Journal of Business Research, Journal of Advertising Research, Psychology and Marketing, among others. Prior to teaching, he was a brand/marketing manager for several global brands for over ten years including Dettol, Horlicks and Aquafresh. Working with Glaxo Smithkline, Reckitt Benckiser and Sara Lee, he coordinated marketing teams and launched products and campaigns internationally across several countries in Asia, Europe and Africa. He currently also serves as Director on the Board of Sound Credit Union.

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