Texas Tech University

Faculty Ambassador

Atul Parvatiyar

Dr. Atul Parvatiyar is a Professor of Marketing Practice and Director of Center for Sales & Customer Relationship Excellence at the Rawls College of Business, Texas Tech University. He is also a Fellow of the Chartered Institute of Marketing and a Fellow of the Direct Selling Education Foundation. He joined Texas Tech University in 2018 after more than 15 years in an entrepreneurial role as Founder & Global CEO of Institute for Customer Relationship Management (iCRM) that has offices in USA, UK, India, Malaysia & Singapore. He has undertaken many strategy, analytical, market research and technology-related projects for several Fortune 500 companies around the world. Previously, Dr. Parvatiyar taught at the Goizueta Business School of Emory University in Atlanta, where he won the MBA Teaching Award and was Associate Director of Center for Relationship Marketing. He later became Robinson Research Fellow and Managing Director of the Center for Business and Industrial Marketing (CBIM) at Georgia State University. He has also taught as visiting professor in Austria, Dubai, India, Norway, Spain, and Singapore. Atul is a highly cited author of many academic articles and books and is a recognized global thought leader in relationship marketing, customer relationship management and sustainability practices. His work has been highly cited by academic scholars with more than 9500 citations reported on Google Scholar. At the Rawls College of Business, he teaches several courses on sales and customer relationship management. His teaching philosophy is to unlock students’ potential. As such he has pioneered unique engaged experiential learning program, called the Sales and Customer Relationship Strategy Competition that provide opportunities to students to work on live projects on some the leading global companies. His students also work with several start-up and accelerator companies at TTU Innovation Hub by designing and operating their sales and marketing strategies. He also brings his vast practice experience into classroom for students and enjoys challenging students to make complex decisions. He recently won the 2020 Professing Excellence Award of Tech Tech University.