Alok Kumar Rai is a Professor in Marketing Area in Institute of Management Studies, Banaras Hindu University. He has authored 6 books and edited 4 books in the area of Marketing, Customer Relationship Management, Customer Loyalty, Customer Satisfaction and Entrepreneurship published from leading publishers like McGraw Hills, PHI, Macmillan, Excel, Himalaya etc. He has authored over 60 papers published in leading journals of repute. His researches in his research area are widely cited.