Prof. Atul Parvatiyar

The Rawls College of Business, Texas Tech University
United States of America

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. 

Atul is the author of many academic articles and books on marketing theory, relationship marketing, and sustainability. His publications have received more than 11,415+ citations per Google Scholar. Some of his papers are the most cited and most-read articles published in that journal. With coauthors Jagdish Sheth and Can Uslay, he published his most recent 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. Additionally, he has been a visiting professor in Austria, India, Norway, Spain, Singapore, and UAE. 

Before joining Texas Tech in 2018, Atul had ventured into entrepreneurship, establishing the Institute for Customer Relationship Management (iCRM) and iCRM Digital Inc. He led a team of researchers, consultants, and software professionals in the USA, UK, India, Malaysia, & Singapore. His company in Malaysia was accorded the prestigious Multimedia Super Corridor Company (MSC) status for its innovative products and technologies by the Malaysian Government. He has recently founded another startup company, Erevna Games & Entertainment Inc. – to develop market research games and host entertainment events.

Atul is a very experienced consultant. His clients have included many Fortune 500 and global 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).

At Texas Tech University, he won the 2020 Professing Excellence Award and has been regularly nominated by students for other prestigious teaching awards. Atul is a mentor to several startup companies at the TTU Innovation Hub. He was honored by his alma mater, the Institute of Management Studies, Banaras Hindu University, with the Distinguished Alumni award. He also received a Gold Medal from the International Olympic Committee for his outstanding voluntary services as Venue Protocol Manager during the 1996 Summer Olympic Games in Atlanta, USA.