Professor, Marketing SM 32 School of Management The University of Texas at Dallas        800 Campbell Road Richardson, TX 75080.

Room: SOM 3.808 Phone: (972) 883-6355 Fax: (972) 883-2799 E-mail: murthi@utdallas.edu

Research Interests

	Risk Adjusted Lifetime Value
	Gift Cards Purchase Behavior
	Variety Seeking Models
	Personalization on the Internet
	Role of Affinity and Rewards Programs