Associate Professor of Marketing and Sarah Graham Kenan Scholar
Campus Box 3490, McColl Building
Chapel Hill, NC
Tarun Kushwaha works in the area of customer relationship management (CRM), channel
management and international marketing.
He focuses on understanding
customers’ channel choice behavior, marketing resource allocation across
channels and segments, financial and non-financial impact of CRM
outsourcing and role of national culture in the context of managing
An award-winning teacher, his teaching interests include the use of quantitative and analytical
tools for marketing decision making, especially in topics as marketing
engineering, marketing research and CRM.
His research has been published in the Journal of Marketing Research, Management Science, Journal of Marketing, Journal of Interactive Marketing, Production and Operations Management and Journal of Business Research, among other outlets. He serves on the editorial board of the Journal of Marketing and Journal of Interactive Marketing. He also referees for several top journals in the marketing discipline.
Prior to beginning his academic career, he worked in advertising and
media planning for one of India’s largest consumer packaged goods
He 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.