Vikas Mittal

J. Hugh Liedtke Professor of Management (Marketing)

Dr. Vikas Mittal is the J. Hugh Liedtke Professor of Marketing at the Jones Graduate School of Business. Prior to joining Jones, he was the Thomas Marshall Professor of Marketing at the Katz Graduate School of Management at the University of Pittsburgh. Dr. Mittal holds a Bachelor's in Business Administration from the University of Michigan and a Ph.D. in Management from Temple University. Before joining Katz, he was on the faculty at Kellogg Graduate School at Northwestern University.

Dr. Mittal has published extensively in leading marketing journals such as Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Marketing Science. His research on decision making appears in journals such as Organization Science, Journal of Applied Psychology, Journal of Psychiatry, and Organization Behavior and Human Decision Processes. He currently serves on the editorial boards of several journals.

In 2014 his article was included in the top-50 articles for highest impact on marketing academics and practice. In 2013 his paper was one of the top three papers in the special issue on consumer identities for the International Journal of Research in Marketing. In 2006, Professor 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. In 2009 he was ranked as the 5th most prolific author published in the top marketing journals. He also received the 2001 FedEx Excellence in Service Research Award, as well as numerous other awards. He is a member of the Marketing Science Institute’s Young Scholar Program, a program designed to honor the most promising marketing scholars. He has twice won the Jones School’s Research excellence award.

His courses are highly sought after in the MBA as well as the executive education program. He won the excellence in teaching award at the Katz Graduate School three years running, and was voted the best professor by the executives in the 2003- IEMBA program in Brazil. At the Jones School he won the teaching excellence award twice for his teaching in the MBA professional program. In 2015, Poets and Quants identified him as the best MBA professor.

Dr Mittal has consulted with firms in different industries to conduct customer-focused research, and implement the resulting insights. He has also provided advice on strategic focus and implementation to executives in various industries. Among others, these industries include: automotive, pharmaceutical, healthcare, banking, financial services, oil & gas, industrial manufacturing, and telecommunications.

Teaching Interests: 

-Marketing research
-Customer focused strategy
-Advanced marketing research

Research Interests: 

-Customer satisfaction
-Customer insights
-Customer-focused