Name Dr. Mehir Kumar Baidya
Designation Associate Professor
Area of Specialization Marketing
  • PhD- Indian Institute of Technology Kharagpur, 2009.
  • MBA-Pune University, 1998.


Research Area Marketing models, Brand Portfolio Analysis, Return on Marketing Investment (ROMI), Customer lifetime value, Probabilistic models in CRM.
Academic Positions
  • October 2012 - 2013, Associate Professor of Marketing at Symbiosis Institute of Business Management, Symbiosis International University, Bangalore, India.
  • August 2007 - September 2012, Assistant Professor of Marketing & Statistics at Indian Institute of Social Welfare and Business Management (IISWBM) (Calcutta University), Kolkata, India.
  • August 2006 - July 2007, Faculty of Marketing at International School of Business & Media, Kolkata, India.
Papers presented at national level seminars/conferences NA
Significant Publications
  • 2013. An empirical investigation of the relationship between repeat purchase probability and price and quality of two consumer brands in India, Journal of Indian Business Research (UK), (JIBR-03-2013-0508)(with B. Maity and K. Ghose).
  • 2013. An empirical managerial analysis of fund allocation balancing between price and advertisingMarketing Intelligence and Planning (UK) (MIP-04-2013-0071. R1) (with B. Maity and K. Ghose).
  • 2013. An empirical investigation of the effect of advertising in shaping the relationship between sales and price of two entrepreneur brands,Asia- Pacific Journal of Business Administration (UK)6(2)(with B. Maity and K. Ghose).
  • 2012. Measuring dynamic effects of advertising: A case study in India, Journal of Indian Business Research (UK) 4(3): 158-169 (with B. Maity and K. Ghose).
  • 2011. Allocation of budget on marketing efforts: An econometric approach in India, Asia Pacific Journal of Marketing and Logistics(UK), 23(4): 501-512 (with ParthaBasu).
  • 2011. Assessing productivity of personal selling effort: Empirical analysis,Asian Journal of Business Research (NZ)1(1): 37-45 (withB. Maity and K. Ghose).
  • 2011. Relationship between marketing efforts and sales for consumer brands: A multiple regression investigation, International Journal of Management (UK) 28 (1/2): 387-393 (with B. Maity).
  • 2010. Effectiveness of integrated marketing communications: Empirical analysis of two brands in India, Journal of Indian Business Research (UK) 2 (1): 23-31 (with B. Maity).
  • 2009. Effectiveness of sales promotion effort in emerging markets: A brand level analysis, International Journal of Business and Emerging Markets (Canada) 2(1): 43-57 (with K. Ghose).
  • 2009. Assessing Customer Satisfaction of 4Ps for a Brand in India, International Management Review (USA) 5(1): 85-92 (with ParthaBasu).
  • 2008. Effectiveness of Marketing Expenditures: A Brand Level Case Study, Journal of Targeting, Measurement and Analysis for Marketing (UK) 16(3): 181-188 (with ParthaBasu).
Papers presented at international level seminars/conferences Productivity of sales force: An empirical Analysis International Marketing Conference-MARCON 2010, Indian Institute of Management Calcutta held on December 27-29, 2010 (with Dr. BipashaMaity).
Seminars and Conferences organized at National level NA
Workshops organized NA
Workshops, Seminars, FDPs attended NA
Administrative responsibilities HOD of PGDBM program at IISWBM
  • Outstanding Paper Award Winner of Emerald Literati Network Awards for Excellence 2013 from Emerald, UK