Texas Tech University

Atul Parvatiyar

Atul Parvatiyar

Professor of Practice

Marketing and Supply Chain Management

Room Number: W358


Research Expertise

  • Marketing Theory
  • Sales & Customer Relationships
  • Sustainable Marketing


  • PhD, Business Management, Banaras Hindu University
  • MBM, Marketing, Banaras Hindu University
  • BA, Economics Honors, Banaras Hindu University


Atul Parvatiyar is a professor of practice of marketing at Rawls College of Business at TTU. He is a fellow of the Chartered Institute of Marketing (CIM) and the Direct Selling Education Foundation (DSEF). He received a 2020 Professing Excellence Award of Texas Tech. He is an ambassador and mentor for start-ups at TTU Innovation Hub.

Atul is a recognized thought leader and highly cited author of many academic articles and books on relationship marketing, CRM, marketing theory and sustainability. His academic publications have received more than 10,600 citations per Google Scholar. 

Previously, Atul taught at the Goizueta Business School of Emory University in Atlanta, where he won the MBA Teaching Award and was associate director of the Center for Relationship Marketing. He has been a visiting professor to Johannes Kepler University (Austria); Norwegian School of Economics & Business;  S.P. Jain School of Global Business in Dubai and Singapore; University of Georgia; University of Colorado; and IIM Indore & IIM Lucknow in India. 

Prior to joining Texas Tech in 2018, Atul spent more than 15 years in an entrepreneurial role as founder and CEO of Institute for Customer Relationship Management (iCRM), with offices  in USA, UK, India, Malaysia & Singapore. He is a technopreneur and an experienced consultant in global strategies. His clients have included such companies as Allstate, Bank of America, Bose, Coca-Cola, Celcom, Cellcard, CIMB Bank, City of Atlanta, Colonial Pipeline, Federal-Mogul, Japan Tobacco (JTI), Kimberly-Clark, Kuok Group, Levi‘s Strauss, Mavesa, Milliken, Nautilus, Panasonic, Panacea-Biotec, Piramals, PRGX, Reynolds Consumer Products, Shoppers’ Stop, Siemens, Telekom Malaysia and Toyota among others. 

Atul obtained his BA, MBA, and PhD degrees from Banaras Hindu University (BHU) in India and taught at BHU and XLRI Jamshedpur in India before coming to the United States.