About

Atul Parvatiyar is a Professor of Marketing Practice and Director of the Center for Sales & Customer Relationship Excellence at Rawls College of Business, TTU. He is a Fellow of the Chartered Institute of Marketing (CIM) and the Direct Selling Education Foundation (DSEF). He received 2020 Professing Excellence Award of Tech Tec. He is an Ambassador & 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 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 & 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 Ph.D. degrees from Banaras Hindu University (BHU) in India and taught at BHU and XLRI Jamshedpur in India before coming to the United States.