
“It’s a great time to be a movie marketing researcher”: Q&A with marketing professor Tirtha Dhar
Tirtha Dhar researches food and movie marketing, but if you ask him what his job entails, he might tell you he solves puzzles for a living. Inspired by the rapidly changing marketing landscape that took place while he was a PhD student in the 1990s, he decided to focus his dissertation on the implications of competitions in marketing channels on social welfare. His quantitative research has since progressed to include a broad range of social issues and problems as they pertain to marketing in an effort to understand the complex decision-making processes of managers and consumers.