Vithala R. Rao

Vithala Rajeswara Rao
Nationality	American
Title	Deane Malott Professor
Academic background
Education	University of Pennsylvania University of Michigan University of Bombay Andhra University
Thesis	The Salience of Price in the Perception and Evaluation of Product Quality (1970)
Doctoral advisor	Paul E. Green
Academic work
Discipline	Marketing
Institutions	Cornell University
Doctoral students	Irene Rosenfeld
Website	https://www.johnson.cornell.edu/Faculty-And-Research/Profile?id=vrr2

Vithala R. Rao is the Deane Malott Professor of Management and Professor of Marketing and Quantitative Methods at Samuel Curtis Johnson Graduate School of Management, Cornell University.

Books

• Applied Conjoint Analysis, 2014
• Applied Multidimensional Scaling: A Comparison of Alternative Approaches and Algorithms, (with P.E. Green), New York: Holt, Rinehart and Winston, Inc., 1972.