Dhruv Grewal - Faculty

Professor Dhruv Grewal’s research and teaching interests focus on the broad areas of value-based marketing strategies, retailing, pricing and marketing research.

He´s a Distinguished Fellow of the Academy of Marketing Science, and since 1991, he has been ranked as one of the most prolific scholars in the field. To date, he has published more than 120 articles in journals such as the Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research, Journal of Retailing, Journal of Consumer Psychology, Journal of Applied Psychology, and Journal of the Academy of Marketing Science. Dr. Grewal has also co-authored several books and is serving on numerous editorial review boards.

Dr. Grewal was selected as AMA Fellow by the American Marketing Association in February 2022, in recognition to his extensive contribution to the discipline.

Dhruv Grewal joined Tecnológico de Monterrey as Distinguished Visiting Professor in Retail and Marketing.

• Ph D, Virginia Polytechnic Institute and State University.
• MBA, Virginia Polytechnic Institute and State University.
• BCom, University of Delhi, Delhi.

• Marketing,” 5thEdition, New York, NY: McGraw-Hill Education (with Michael Levy), (2016).
• “Marketing: India Edition,” 5thEdition, India: McGraw-Hill India (with Michael Levy), (2017).
• “Marketing,” 6thEdition, New York, NY: McGraw-Hill Education (with Michael Levy),(2018). 
• “Marketing: India Edition,” 6thEdition, India: McGraw-Hill India (with Michael Levy), (2019). 
• “Marketing,” 7thEdition, New York, NY: McGraw-Hill Education (with Michael Levy), (2020). 
• ​​Guha, Abhijit, Abhijit Biswas, Dhruv Grewal, Swati Verma, Somak Banerjee, and Jens Nordfält (2018), “Reframing the Discount as a Comparison Against the Sale Price: Does It Make the Discount More Attractive?” Journal of Marketing Research. 
• Guha, Abhijit, Abhijit Biswas, Dhruv Grewal, Sandeep Bhowmick, and Jens Nordfält (2018), “An Empirical Analysis of the Joint Effects of Shoppers’ Goals and Attribute Display on Shoppers’ Evaluations,” Journal of Marketing, 82 (3), 142-156. 
• Grewal, Dhruv, Carl-Phillip Ahlbom, Stephanie Noble, Lauren Beitelspacher, and Jens Nordfält (2018), “In-Store Mobile Phone Use and Customer Shopping Behavior: Evidence from the Field,” Journal of Marketing, 82 (4), 102-126. 
• Schroll, Roland, Benedikt Schnurr and Dhruv Grewal (2018), “Humanizing Products with Handwritten Typeface,” Journal of Consumer Research.

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