Chapter in Edited Book

Acharya, M. & Mathur, M. (2008). Branding the experiences: Semiotics exploration of retail outlets. In L. Nafees & O. Krishna (Eds), Brands rising as products fall. New Delhi: Macmillan.

Mathur, M. & Trivedi, H. (2009). Communicating with the customer: Retail advertising and promotions. In India retail report 2009, (pp 406-414). New Delhi: Images Multimedia.

Narayanan, S., Garodia, S. A. & Mathur, M. (2009). Subhiksha retail chain. In K. Ramchandran (Ed.) Entrepreneurship development: Indian case on change agents (pp. 163-174). New Delhi: Tata McGraw-Hill.

Mathur, M. (2004). Role of CRM in building retail brands. In Panda, T. K. (Ed.), Building Brands in the Indian Market (337-348). New Delhi, Excel books.

Presentations in international/national conferences, seminars and workshops

• “Delivering and Measuring Service Quality in Supermarkets”, accepted to be presented at SERVSIG 2005 at National University of Singapore, June 2-4, 2005

• “ Bachat Discount Store: An Innovative Story”, presented in International Seminar on Strategic Imperatives in Indian Organizations: Formulation and Implementation of Unbeatable Plans and Core Competencies held at IPM, Ghaziabad, February 2004

• “Role of CRM in Building Retail Brands”, presented in Indian Institute of Management, Kozhikode, December 2003