Manisha Mathur



Dr. Manisha Mathur
Assistant Professor
College of Management




Research Interests
Referred Publications
Referred Proceedings and Presentations
Honors and Awards
Professional Associations and Memberships


Manisha Mathur is an Assistant Professor in the Marketing Program of College of Management at the Lawrence Technology University. She received her Ph.D. and MBA from the University of Mississippi in 2014 and 2009, respectively. Her research interests are in the areas of social media marketing, marketing strategy, and brand management in addition to consumer behavior, sales, and advertising. Her research focuses on developing innovative approaches and concepts to demonstrate how firms can renew their competences and address changes in their market environments. She endeavors to develop novel concepts and models that have strong theoretical and managerial implications. Furthermore, she strives to develop individual research projects and participate in collaborative research work as well. She has published papers in reputed international journals and has taught at the university level. She is recipient of Graduate Achievement Award of the MBA program, University of Mississippi School of Business Administration in 2009 for her accomplishments in the MBA program. She was finalist in Informative Communication of Speaker Edge Competition at the Lott Leadership Institute and Extreme Arts and Sciences, University of Mississippi in 2009. She is a member of Honors Societies Phi Kappa Phi and Beta Gamma Sigma


  • Ph.D., Marketing, University of Mississippi, 2014

Research Interests

  • Social Media Marketing
  • Marketing Strategy
  • Brand Management
  • Advertising

Refereed Publications

Mathur, Manisha (2013), “Drivers of Channel Equity: Linking Strategic Marketing Decisions to Market Performance,” The Marketing Review, 13(4), 393-414.

Mathur, Manisha and Kumar, S. (2013), “Customer Retention through Prioritization: Integrating Time-Dependent Context of Relationship Dynamics,” Journal of International Consumer Marketing, 25 (5), 332-343.

Vitell, Scott, Keith, M., and Mathur, Manisha (2011), “Antecedents to the Justification of Norm Violating Behavior among Business Practitioners,” Journal of Business Ethics, 101 (1), 163 – 173.

Refereed Proceedings and Presentations

Mathur, Manisha (2014). Social Media and Brand Equity: Leveraging the Power of Consumers. Proceedings of Society for Marketing Advances Conference.

Mathur, Manisha (2013). Effectuating Customer Retention through Customer Prioritization under Time-Dependent Milieu of Relationships. Proceedings of Summer AMA Marketing Educators’ Conference.

Mathur, Manisha and Bush, Victoria (2011). Increasing Advertising Receptivity through Social Media Engagement. Proceedings of Society for Marketing Advances Conference.

Mathur, Manisha (2011). Strategic Firm Investments in CRM and Firm Performance: Is CRM Capability a Missing Link? Proceedings of Society for Marketing Advances Conference.

Mathur, Manisha (2011). Drivers of Channel Equity: Linking Strategic Marketing Decisions to Market Performance. Proceedings of Winter AMA Marketing Educators’ Conference.

Mathur, Manisha (2011). CRM Capability: A Critical Link between CRM Investments and Firm Performance. Proceedings of Fifth Annual Southeast Marketing Symposium.


  • Graduate Achievement Award, 2009
  • Finalist in Informative Communication, Speaker Edge Competition, 2009


  • 2013-2014: Society for Marketing Advances Conference, New Orleans, LA, November 2014
  • 2011-2012: Academy of Marketing Science Conference, New Orleans, LA, May 2012 (International).
  • 2010-2011: Academy of Marketing Science Conference, Coral Gables, Florida Miami, May 2011 (International).

Professional Associations and Memberships

  • American Marketing Association
  • Society for Marketing Advances
  • Phi Kappa Phi
  • Beta Gamma Sigma