Ashok is the author of the book Marketing Analytics, a Practitioner's Guide to Marketing Analytics and Research Methods. He is also the creator of Destiny©, an advanced FMCG business simulator, which he uses for teaching marketing courses to practitioners and business management students at NUS Business School. A marketing veteran, he has over 25 years of industry experience spanning market research, analytics, consumer and business marketing, general management, corporate planning and business development. Prior to NUS Business School, he worked with Nielsen and Unilever. At Nielsen, he assumed a number of roles, including Managing Director for Singapore, and Regional Area Client Director – Asia Pacific. His experience spans both business and consumer marketing, and he remains active in consulting in the areas of market research, analytics and data integration. He is an engineering graduate from the Indian Institute of Technology Delhi, and a postgraduate in business management from the Indian Institute of Management Calcutta.
Jochen is Professor of Marketing at NUS Business School. From 2003 to 2014, he was the founding director of the dual degree UCLA–NUS EMBA. His research focuses on service marketing and has been published in over 80 academic journal articles (incl. Harvard Business Review), 100 conference presentations, and some 40 book chapters. His over 10 books include Services Marketing: People, Technology, Strategy, which has become a world-leading services marketing textbook that has been translated and adapted for over 26 countries and regions, and with sales of over half a million copies.
Jochen has received over 30 teaching and research awards, including the Academy of Marketing Science 2012 Outstanding Marketing Teacher Award. He also was the winner of the inaugural Outstanding Service Researcher Award (2010) and the Best Practical Implications Award (2009), both by Emerald Group Publications. He serves on the editorial review boards of over 10 academic journals, including the Journal of Service Management, Journal of Service Research, Journal of Service Science and Cornell Hospitality Quarterly. Jochen has been an active management consultant, working with international consulting firms and major service firms in the areas of strategy, business development and customer feedback systems.