Marketing professor Tarun Kushwaha researches customer relationship management (CRM) and channel management. He focuses on understanding customers’ channel choice behavior; marketing resource allocation across channels and segments; cross-channel effects for multichannel firms; and financial and non-financial impact of CRM outsourcing.

He is interested in teaching use of quantitative and analytical tools for marketing decision making, especially in topics as marketing engineering, marketing research and CRM.

Prior to beginning his academic career, he worked in advertising and media planning for one of India’s largest consumer package goods companies. He also has worked closely with a high-end manufacturer and retailer of men’s apparel and accessories in the United States for his research projects.

He has received his PhD and MS in marketing from Texas A&M University. He received his MBA in marketing from Nirma University’s Institute of Management and his bachelor’s degree in physics from St. Xavier’s College at Gujarat University in India.