Dr. B. Raja Rajeswari
Associate Professor, Marketing
Academic Area
Leadership & Strategy, Human Resource
Biography
Dr. B. Raja Rajeswari is a management scholar with 24 years of teaching and research experience, known for a rigorous yet student-centered approach to management education. Her work bridges marketing, systems, and strategic management, with a distinctive research specialization in Green Marketing. She brings an interdisciplinary lens to the classroom—drawing on consumer behavior, psychology, and sustainability—to help students connect concepts to real managerial decisions.
She qualified for the UGC-NET (June 2011) and has contributed actively to academic publishing and conference communities. She also served as a reviewer for Information Technology for Management (McGraw-Hill), reflecting her expertise in the intersection of management and technology.
Teaching Areas
Dr. Raja Rajeswari’s teaching spans core and specialization domains, including:
- •Marketing Management
- •Consumer Behavior
- •Strategic Management
- •Systems in Management
- •Sustainability and Green Marketing
Her classes emphasize conceptual clarity, discussion, and applied reasoning—linking frameworks to real-world business contexts.
Research & Publications
- •“Green Marketing – A Myth or a Reality” — International Journal of Business Intelligence and Innovation, Vol. 2, Issue 1 (March 2014), ISSN 2348-4705
- •“Green Marketing” — Research Explorer (Refereed Bi-Annual Journal), ISSN: 2250-1940, pp. 437–440
- •“Can Green Innovations Lead to Sustainable Development? A Case Study on the Knitwear Cluster of Tirupur, India” — Global Conference on Innovations in Management, UK (2011)
- •“Green Marketing Strategies & Issues” — in Global Marketing Strategies & Practices (2011), ISBN 978-93-80530-17-8, pp. 101–103
Conference Presentations
- •Raja Rajeswari B — “Green Marketing,” International Conference on HRM on Sustainable Inclusive Growth, Adaikalamatha Institute of Management, 2013.
- •Raja Rajeswari B — “Enterprise Resource Planning: Implementation Issues,” International Conference on New Vistas of Indian Business, Brahma School of Business, 2013.
- •Raja Rajeswari B — “Performance Appraisal,” International Conference on HRM in the Era of Global Mobility, Kongunadu Arts and Science College, 2012.
- •Raja Rajeswari B — “Indian Retail Industry: Opportunities, Challenges and Development,” National Conference on Emerging Trends in Global Business, RVS IMSR, 2012.
- •Pandian P. K., Raja Rajeswari B., & Nair S. — “Green Innovations and Sustainable Development: Tirupur Case Study,” CIBMP Conference, City University, London, 2011.
- •Raja Rajeswari B — “Green Marketing Strategies and Issues,” International Conference on Global Marketing Strategies, Nehru Institute of Management Studies, 2010.
- •Raja Rajeswari B — “Retaining Customers for the Lifetime,” International Conference on Contemporary Practices in Finance & Marketing, 2011.
- •Raja Rajeswari B — “E-Waste Management,” National Conference on Green Management, 2010.
- •Raja Rajeswari B — “Viral Marketing: A New Promotion Tool,” National Conference on Global Competitiveness, 2010.
- •Raja Rajeswari B — “Brand Management with Special Reference to Indian Products,” National Seminar on Modern Management Thoughts, 2011.
- •Raja Rajeswari B — “Maintaining Strong Brands,” National Seminar on Modern Management Thoughts, 2011.
- •Raja Rajeswari B — “E-Waste and Recycling,” National Seminar on E-Governance, 2009.
- •Raja Rajeswari B — “Human Resource Information System,” National Seminar on Innovative HR Practices, 2009.