Mr. Rao Bakhat Yawar has MSc Marketing degree from Glasgow Caledonian University UK and MBA from COMSATS Institute of Information and Technology. Before joining IAS he has severed as a Lecturer in Lahore Leads University where he has taught several courses from undergraduate to MPhil level students. His area of research focuses on analytical models of marketing phenomena, including discrete choice models of consumer behavior, marketing mix models, measurement of returns on marketing investments, pricing, promotions, and advertising decisions, channel relationships,and so forth.