Radford University
Maneesh Thakkar
Chair, Marketing/Associate Professor
Marketing, Dept of
- Phone:
- (540) 831-6294
- Address:
-
Kyle Hall 384
Box 6917 - Email:
- mthakkar@radford.edu
Biography
Hello, future marketing legends! I'm Dr. Maneesh Thakkar, and I'm super stoked to
be your Associate Professor and Chair of the Marketing Department here at Radford.
Think of me as your guide to unlocking the secrets of what makes people buy stuff!
😉 My journey didn't start with marketing textbooks; I actually kicked things off crunching
numbers with an Accounting degree. But then, I discovered the wild world of marketing
during my MBA in India, and it was game over! I realized it's way more fun figuring
out why you snag that specific pair of sneakers than just balancing the books. Before,
I hit the lecture halls, I helped build a family business (total hands-on chaos, in
a good way!). And, back in 1999 (before TikTok, before Instagram, before... well,
most things!), I launched my very own e-commerce startup! So yeah, I was basically
an online retail pioneer.
Then, I landed in the Concrete Jungle, NYC, to get my Ph.D. in Marketing from Baruch
College. My research? It's all about how your environment secretly nudges your shopping
decisions. Think about it: why do certain stores make you want to spend more? I've
literally studied that! Plus, I've dived into everything from ads that crush it, persuasive
selling techniques to AI and the online shopping trends, even getting my work published
in Marketing Science!
I've had the privilege of teaching students across the globe – from India to Hong
Kong, Singapore, Taiwan, NYC, and now right here in Radford! This means I bring a
serious global playbook to our classes. In one of my classes, our students teamed
up with peers in India to figure out how to launch American brands overseas? That
wasn't just a project; it was a cross-cultural marketing mission, and our students
absolutely crushed it! I was also one of the first profs in our department to jump
on the hybrid teaching train way back in 2011 – so, yeah, I'm pretty comfortable blurring
lines between online and in-person learning. 💻
Beyond the classroom, I'm all in for making RU the best it can be. As your Professor
and the Marketing Department Chair, I'm constantly thinking of ways to level up our
programs. Basically, I'm here to make sure you have the best possible experience in
our department and beyond!
Can't wait to connect with you in class! Let's make some noise! 🎉
Education
Ph D, Baruch College, City University of New York, 2008.
Major: Marketing (Business)
M.Phil., Zicklin School of Business, Baruch College, CUNY, 2004.
Major: Marketing
MBA, B. K. School of Business Management, Gujarat University, 1999.
Major: Marketing
B.Com., M. S. University, 1992.
Major: Accounting
Recent Research and Engagement
My recent research interests include consumer behavior, artificial intelligence, strategy, promotions, and sales.
Courses Taught
At Radford University:
MKTG 675 Digital Marketing Innovation and Strategy
MKTG 445, Marketing Strategy
MKTG 342, Digital Marketing
MKTG 388, Social Media and Content Marketing
MKTG 343 Retailing
MKTG 340 Principles of Marketing
MKTG 345 Integrated Marketing Communications
At Baruch College, CUNY:
Principles of Marketing (BBA)
Marketing Management (MBA)
Marketing Mangement (Executive Masters Program, Taiwan, Hongkong (China))
Marketing Research (Executive Masters Program – Singapore)
At Ahmeadabad University in India:
Various Marketing Classes at BBA and MBA level
Publications - Journals
Yim, A., Liska, L., Mu, Y., & Thakkar, M. (2025). I feel no empathy towards AI: The effects of AI vs. human spokespersons on advertisement effectiveness. Journal of Research in Interactive Marketing.
Schirr, G., Thakkar, M., Yim, A., & Lollar, J. (2025). Is distraction always bad? The effect of distraction on purchase intention. Journal of Management and Marketing Research.
Thakkar, M. B., Rippe, C. B., Weisfeld-Spolter, S., Dubinsky, A. J., & Arndt, A. D. (2016). Selling in an Asymmetric Retail World: Perspectives from India, Russia, and the U.S. on Buyer-Seller Information Differential, Perceived Adaptive Selling, and Purchase Intention. Journal of Personal Selling & Sales Management, Forthcoming.
Thakkar, M., & Weisfeld-Spolter, S. (2012). A Qualitative Analysis of College Students’ Perceptions of Academic Integrity on Campus. 16(Special Issue), 81–88.
Thakkar, M., & Weisfeld-Spolter, S. (accepted). The Effects of Self-Construal on Consumers Likelihood And Attitude Towards Self-Gifting.
Thakkar, M., & Weisfeld-Spolter, S. (2012). A Framework for Examining the Role of Culture in Individuals Likelihood to Engage in Self-gift Behavior. 16(1), 39–52.
Thakkar, M., & Weisfeld-Spolter, S. (2011). Is A Designer Only As Good As A Star Who Wears Her Clothes? Examining The Roles Of Celebrities As Opinion Leaders For The Diffusion Of Fashion In The Us Teen Market. 15(2), 133–144.
Thakkar, M. B., Kramer, T., & Spolter-Weisfeld, S. (2007). The Effect of Cultural Orientation on Consumer Responses to Personalization. 26(Mar-Apr), 246–258.
Honors and Awards
Best Paper Award, Society for Marketing Advances 2024. (November 2024).
Best Paper Award, Academy of Business Research (ABR). (October 29, 2021).
National Conference in Sales Management - Best Paper Award, NCSM. (March 2014).
Best Paper Award, Allied Academies International Internet Conference. (2010).
Davis College Faculty Research Grant, Radford University, 2025