K. RAMA MOHANA RAO is Professor, Department of Commerce and Management Studies, Andhra University, Visakhapatnam, Andhra Pradesh. He teaches marketing management and services marketing to MBA students. With a master's degree in commerce and a Ph.D. from the Faculty of Commerce and Management Studies, Andhra University he has a teaching experience of 20 years at the post-graduate level. He has published several research papers and research reports as well as guided research students. He has organised national seminars, served as a member in many professional bodies, and been a consultant to service organisations.