Atul Parvatiyar

Rawls College of Business | Texas

Dr. Atul Parvatiyar is a Professor of Marketing Practice and Former Director of the Center for Sales & Customer Relationship Excellence at Rawls College of Business Administration, Texas Tech University. He is a Fellow of the Chartered Institute of Marketing and the Direct Selling Education Foundation.

Dr. Parvatiyar is an author of many academic articles and books on marketing theory, relationship marketing, and sustainability. He is considered a thought leader, and his publications have received more than 11,000 citations per Google Scholar. His co-authored paper (with Jagdish Sheth) on sustainable marketing is the most cited and most read article published within the last three years in the Journal of Macromarketing. He is also a co-author (with Jagdish Sheth and Can Uslay) of the recently released book -Marketing Theory: Evolution and Evaluation of Schools of Marketing Thought by Wiley India (2022).

Previously, Dr. Parvatiyar taught at the Goizueta Business School of Emory University, where he won the MBA Teaching Award and was Associate Director of the Center for Relationship Marketing. In addition, he has been a visiting professor in Austria, India, Norway, Spain, Singapore, and UAE.

Between 2001 and 2016, Atul ventured into entrepreneurship, establishing the Institute for Customer Relationship Management (iCRM) and iCRM Digital Inc., leading a team of researchers, consultants, and software professionals in the USA, UK, India, Malaysia, & Singapore. His local venture in Malaysia was accorded the prestigious Multimedia Super Corridor Company (MSC) status for its innovative products and technologies by the Malaysian Government.

He is an experienced consultant on global customer strategies and sustainability practices. His clients have
included Fortune 500 companies such as Allstate Insurance, Bank of America, Bose Corporation, The Coca-Cola Company, Celcom (Malaysia), Cellcard (Cambodia), CIMB Bank, Colonial Pipeline Company, Federal-Mogul, Kimberly-Clark, Kuok Group (Singapore), Levi’s, Milliken, Nautilus, Panasonic, PRG-Schultz, Reynolds Consumer Products, Shoppers’ Stop, Siemens, Telekom Malaysia, Toyota, Xerox, and others. He has also led significant research projects for industry associations, such as Consumer Brands Association (CBA) and Foodservice Sales & Marketing Association (FSMA).

He joined Texas Tech University in 2018 and won the 2020 Professing Excellence Award. Students nominated him for the prestigious 2021 Diamond Award and the 2021 & 2022 Rawls Undergraduate
Distinguished Teaching Award. In addition, he serves as a mentor to many students and startup companies at the TTU Innovation Hub. In 2005, Atul received the Distinguished Alumni award from his alma mater, the Institute of Management Studies, Banaras Hindu University.