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Associate Professor
Marketing Management


Fellow in Management (equivalent to Ph.D) -MDI Gurgaon

MBA -South Gujarat University,Surat.

BE, Sardar Vallabhai National Institute of Technology, Surat
Research Areas
Modeling Trust in Customer Relationships

Sustainability Oriented Marketing

Growing and Leveraging Brand Equity



Recent Consulting / Other Assignments
Kerala State Electricity Board "Enhancing Service Quality and Organizational Effectiveness", 2016

Designed and delivered MDP program on General Management for more than 80 General Managers of JK Group, 2013 & 2014.

Organizational Intervention Program involving designing and training for Directors and Sr Managers of Jotun Paints, India on " Managing Key Accounts, 2015.

Conducted a 18 hour course on Managing Business Markets (eMDP) for Hi- Performing Executives of Geometric - now part of HCL, in 2016.

Organizational Intervention Program involving designing and training for Sr. Managers of HPCL ,“Effective Delivery of Superior Customer Service”, 2015.

Designed and delivered 3 month MDP for managers of Bharat Electronics Ltd. including a capstone project presentation which required the participants to use the program inputs in managing their work better, 2013.

Enabled a software firm - Software Associates- to better understand and deliver value to customers ; enabled 2X revenue growth and 2X price realisation in a period of three years, 2012.

Organisational Intervention Program for Effective Customer Management for HPCL Managers, 2012.

Organisational Intervention Program for Effective Customer Management for HPCL Managers, 2012.

Delivered sessions in various Management Development Programs both open and sponsored; some of them being JK Group, Jotun Paints, Geometric, HPCL, India Posts, Cochin Shipyard, South Indian Bank and IOFS


Current Projects
Sustainability Concerns and its Impact on Marketing Thought and Practice

The Concept of Product Brand Integrity

Modeling Trust in Customer Relationships

Brand Community


Significant Publications
Thomas Joffi and PillaiRadhakrishna R. 2015, “Globalising Indian Thought”, IIMK Society and Management Review, 4 (1).

Thomas J. Biswarup Saha, and Chandrasekhar Satpathy 2017, "Chennai Super Kings (CSK): Growing and Leveraging Brand Equity", Journal of International Business Education,Vol 12.

LahiriSusnato, Kumar Keshav and Thomas Joffi 2015, Go to Market Strategies for Emerging Business Opportunities in E-tailing Industry”, AIMS International Conference Proceedings, Jan 2-5

Thomas, J., Arora, A. P., & Gupta, R. K. (2011). Ballarpur Industries Ltd.: Aligning Marketing Strategy in a Turbulent Environment. Emerald Emerging Markets Case Studies Collection, September.

Thomas, J., Sebastian, M. P., & Asharaf (2012).Information Technology and Business innovations – Challenges and future directions. New Delhi: Macmillan.

Thomas, J. (2009) ."Trust" in Customer Relationships: Addressing the Impediments in Research. Asia-Pacific Advances in Consumer Research.

Thomas J., Ashok Pratap Arora & G. Shainesh (2009). Effects of Customer Trust on Word of Mouth Communication: Examining Customer-Brand Relationship. Asia-Pacific Advances in Consumer Research.

Thomas J. and Rajen K. Gupta (2005), “Marketing Theory and Practice: Evolving Through Turbulent Times”, Gobal Business Review, Vol. 6 (1), 95-112.


Conferences, Seminars & Talks
Sharma S and Thomas J 2016, "Technology Business Incubator at National Institute of Technology Calicut, India : Way forward", NACRA Conference, Las Vegas, Oct. 6-8.

Thomas J 2016, Branding: Changing Realities, Evolving Understanding and Practice, Invited Talk at CII Marketing and Brand Conclave, November 2, Kochi.

Thomas J 2015, Making Ayurveda Relevant: Fulfilling the Promise of a Fuller Life", Invited Talk at CII Ayurveda Marketing Conclave, May 19, Kochi.

Jeesha K and Thomas J. 2016, "Guilt as an Advertising Appeal, Sept 09-Oct 1, IIM Kozhikode.

Thomas, J., Chennai Super Kings Ltd. Conference MBAA Conference, 2014 Biswarup, S & Growing a Global Sports Brand Presentation Chicago, US, March 26-28. Chandrasekhar, S. Society for Case Research.

Thomas, J. (2012). Marketing Theory and Practice: Evolving Through Turbulent Times. International Conference on Emerging Dimensions in Marketing. Saintgits Institute of Management and Annamalai University, November 21, 22.

Thomas, J. (2012). Addressing Business Challenges in the Retail Sector. Gold and Silver Merchants Association, February 5.

Thomas, J. (2011). Sustainability Oriented Marketing. Indian Society of Advertising (ISA), Mumbai, December 15.

Thomas, J. (2011). Earning Trust; Building Brand at Kerala Marketing Conclave 2011 Confedaration of Indian Industry January 18.

Thomas, J. (2010). Customer Value Management in Business Markets. NASSCOM Emerge Forum, October 08.


Working Papers
1.   Trust" in Customer Relationships: Addressing Impediments in Research"
Joffi Thomas    (2009)    Abstract

2.   Modeling Trust in Customer Relationships
Joffi Thomas;Arora A P    (2010)    Abstract
3.   Chennai Super Kings (CSK): Growing and Leveraging Brand Equity
Joffi Thomas, Biswarup Saha & Chandra Shekhar Satpathy    (2013)    Abstract


Contact Details

Indian Institute of Management Kozhikode
IIMK Campus P. O., Kozhikode, Kerala,
PIN - 673 570

Phone: +91-495-2809100
Fax: +91-495-2803010-11

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