Associate Professor of Marketing and Sarah Graham Kenan Scholar
McColl 4525Campus Box 3490, McColl Building Chapel Hill, NC 27599-3490
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 companies.
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.