Vikas Mittal is the J. Hugh Liedtke Professor of Marketing at Rice University’s Jones Graduate School of Business. Prior to joining Jones, he was on the faculty at Northwestern University’s Kellogg Graduate School and later the Thomas Marshall Professor of Marketing at the University of Pittsburgh’s Katz Graduate School of Management. Mittal holds a Bachelor’s in Business Administration from the University of Michigan and a PhD in Management from Temple University.
Mittal’s research is primarily focused on customer satisfaction, customer insights, and customer-focused strategy.
In addition to publications in leading marketing journals, Mittal has published extensively on decision-making in journals such as Organization Studies, Organization Science, Journal of Applied Psychology, Journal of Psychiatry, Organization Behavior and Human Decision Processes, and Personality and Social Psychology Bulletin. He currently serves on the editorial boards of numerous journals.
In 2014, one of Mittal’s papers was ranked as a top-50 article globally for having the highest impact on marketing academics and practice. A 2013 paper was one of the top-three papers in a special issue on consumer identities for the International Journal of Research in Marketing. In 2006, Mittal was awarded the William F. O’Dell Award for making the most significant, long-term contribution to the theory, methodology, and practice of marketing. He was ranked as the fifth most prolific author published in the top marketing journals in 2009 and received the 2001 FedEx Excellence in Service Research award, as well as numerous other awards.
With a teaching focus on marketing research, customer-focused strategy, and advanced marketing research, Mittal’s courses are highly sought after in Rice University’s MBA and executive education programs. While at the Katz Graduate School of Management, he won the excellence in teaching award in three consecutive years and was voted best professor by the executive education cohort in the 2003 IEMBA program in Brazil. At the Jones Graduate School of Business, Mittal won the teaching excellence award in 2013 for his instruction in the professional MBA program.