Vikas Mittal, PhD, is the J. Hugh Liedtke Professor of Marketing at Rice University’s Jones Graduate School of Business. Mittal holds a BBA from the University of Michigan in Ann Arbor and a PhD from Temple University. Prior to joining Rice University, he was a professor at the University of Pittsburgh Katz Business School and School of Medicine.
Mittal is coeditor of the Journal of Marketing Research and past coeditor of the Journal of Marketing. He received the American Marketing Association’s 2020 Vijay Mahajan Award for sustained contributions to marketing strategy literature over a span of 10 or more years. In 2006, Mittal was honored with the Weitz-Winer-O’Dell Award for his article making the year’s most significant long-term contribution to marketing theory, methodology, and/or practice.
Mittal is cofounder of the Collaborative for Customer Based Execution and Strategy (C-CUBES™). His 2000 article outlining the customer-based strategy framework won a FedEx excellence award. He is a fellow of the inaugural Marketing Science Institute Young Scholars cohort, which includes the best and most promising young people in the field.
Mittal has written more than 100 articles for leading marketing, management, decision making, and medical journals, as well as top practitioner outlets like the Harvard Business Review, MIT-Sloan Management Review, Financial Times, Houston Chronicle, World Oil, Marketing News and Aviation Weekly. In 2009, the Journal of Marketing recognized Mittal among the year’s top-five most prolific marketing authors, and he has been included in the American Marketing Association’s top-20 marketing scholars list numerous times. His work has received more than 20,000 citations and been featured in Business Week, Fortune, Time, the Christian Science Monitor, and the Houston Business Journal, as well as on CNNMONEY.com and NPR Radio.
Mittal has taught, consulted, and given executive seminars to participants worldwide from a range of organizations, including the University of Pittsburgh Medical Center, BP, Shell, Cameron, Pfizer, PNC Bank, and Microsoft. Mittal’s teaching excellence has been recognized multiple times by students at the Jones Graduate School of Business, where he received the Teaching Excellence Award in 2012, 2015, and 2017, as well as the Alumni Teaching Award for long-term impact. He was recognized by MBA Poets and Quants for his teaching excellence in 2015.