About me

I am a Professor of Marketing at Gonzaga University, where I teach or have taught courses in marketing, marketing research, multivariate statistics and business analytics.


2006: Ph.D. (Business) The University of Kansas, Lawrence
2000: Master of Engineering (Software Systems) Birla Institute of Technology and Science (B.I.T.S), Pilani (India)
1997:Master of Management Studies B.I.T.S, Pilani (India)

Most of my schooling prior to my undergraduate study was from D.A.V Senior Secondary School in Gopalapuram, Chennai. Interestingly, the school does not have a web page, yet. (Or if it is there, I couldn’t find it.) The link is to a description on Wikipedia.

Select Publications

  1. Patil, Vivek H. (2015). Gender and Publication Activity in Top Marketing Journals, Academy of Marketing Studies Journal}, 19 (3), 216-228.

  2. Patil, Vivek H. (2014). Identification of Influential Marketing Scholars and their Institutions Using Social Network Analysis, Journal of Marketing Analytics, 2 (4), 239-249.

  3. Joseph, Kissan, Ramanathan Subramaniam, and Vivek Patil (2013), “The Impact of Consumption Hassle on Pricing Schedules,” Managerial and Decision Economics, 34 (1), 1-14.

  4. Patil, Vivek H., Matthew Q. McPherson, and Daniel L. Friesner (2010), “The Use of Exploratory Factor Analysis in Public Health: A Note on Parallel Analysis as a Factor Retention Criterion,” American Journal of Health Promotion, 24 (3), 178-181.

  5. Patil, Vivek H., Surendra N. Singh, Sanjay Mishra, and Todd Donovan (2008), “Efficient Theory Development and Factor Retention Criteria: Abandon the ‘Eigenvalue Greater Than One’ Criterion”, Journal of Business Research, 61 (2), 162-170.