Vikas Mittal

Dr. Vikas Mittal is the J. Hugh Liedtke Professor of Marketing at Rice Business, Rice University, and founding faculty director of the Center for Customer-Based Execution and Strategy (C-CUBES). He previously held positions at Northwestern’s Kellogg Graduate School and the University of Pittsburgh’s School of Business and School of Medicine. He has served as co-editor of the Journal of Marketing and Journal of Marketing Research.[1]