Ban Mittal's Website

Banwari ('Ban') Mittal is Professor of Marketing at Northern Kentucky University where he teaches Marketing Management, Consumer Behavior, Services Marketing, Marketing Strategy, and E-Marketing, in both undergraduate and MBA programs. He holds a bachelor's degree in Mechanical Engineering, an MBA degree in Management from India, and a Ph.D. in marketing from The University of Pittsburgh. He has also taught at State University of New York at Buffalo, University of Miami in Coral Gables, Florida, and University of New South Wales Sydney (Australia)

Dr. Mittal's areas of research are consumer psychology, customer value, brand equity, advertising, and services marketing. He has published a number of papers in such prestigious journals as Journal of Marketing, Journal of Marketing Research, Journal of Retailing, and Journal of Market-focused Management. His 1992 paper in Journal of Marketing (Title: “Here Is the Beef: Factors, Segments, and Determinants in Public Attitudes on Advertising”) won “the best 5-year contribution” award in advertising from the American Marketing Association. His paper in the Journal of Services Marketing (title: “Why Do Customers Switch? The Dynamics of Satisfaction versus Loyalty”) won the best article award for the year 1998 from MCB University Press, U.K.

Dr. Mittal is the lead author of Consumer Behavior: How Humans Think, Feel, and Act in the Marketplace (2007, Open Mentis, Hardcover, 4 color, 796 pages, www.mycbbook.com), co-author of Customer Behavior: Consumer Behavior and Beyond, 1999, Dryden Press (Hardcover, 799 pages), and of Customer Behavior: A Managerial Perspective (Thomson Learning, 2002). He is also the lead author of Valuespace: Winning the battle for Market Leadership, an Executive Reader on Customer Value (McGraw Hill, 2001, www.myvaluespace.com ). His latest book, Consumer Behavior: Human Pursuit of Happiness in the World of Goods, was just published.

Dr. Mittal has been Associate Editor of the Journal of Business Research (2000-2003); he also serves on the editorial board of Psychology & Marketing.

For past several years, his passion has been to understand and strategize on ‘what constitutes value for customers and how businesses can deliver them.’