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), and 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.’
Dear Visitor: I invite you to join my "townhall"
(where I would love to hear your views) at