is Vice Chairman, Andhra Pradesh State Council of Higher Education, and Sr. Professor (Rtd.) of Andhra University, India. He is a specialist in Marketing and is the author of 14 books and 91 research papers in reputed international and national journals. Dr. Rao contributed significantly to academic research and academic administration for the last four decades. He was awarded ET NOW National Education Leadership Award as Best Professor in Marketing and State award as Best Teacher. He undertook many research projects and organized several training programmes. Dr. Rao is also serving as the Director, State Quality Assurance Cell and State Nodal Officer of RUSA.