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Murali Mantrala

Sam M. Walton Distinguished Professor of Marketing
Marketing
College of Business

Office:
438 Cornell Hall
University of Missouri
Columbia, MO 65211

Office Hours:
By Appointment Only

Phone: (573) 884-2734
E-Mail: mantralam@missouri.edu

Vita

Professor Mantrala is a member of INFORMS (the Institute for Operations Research and the Management Sciences) and the American Marketing Association. Previously, he was the JC Penney Associate Professor of marketing at the Univesity of Florida.  His current research focuses on problems of marketing mix budgeting, retail pricing and assortment management, pharmaceuticals marketing, and sales force deployment and incentives design.  He is co-editor of the book Retailing in the 21st Century: Current and Future Trends (Springer 2006), and has published articles in Marketing Science, Journal of Marketing Research, Journal of Marketing, International Journal of Research in Marketing, and Marketing Letters.  He currently serves on the editorial boards of Marketing Science, Journal of Marketing, and Journal of Retailing, and is the sales force models area editor for the Journal of Personal Selling and Sales Management. Professor Mantrala is an honorary visiting professor of Loughborough University, UK.  Previously, he has taught in the graduate schools of management at the University of Chicago, Duke, Washington-St. Louis, WHU-Koblenz, Vanderbilt, Rutgers, and Columbia Universities.  Between 1999 and 2003, he served as a marketing consultant at ZS Associates, Evanston, IL, with clients in the pharmaceutical, insurance, and broadcast industries.

Publications

Refereed Journal Articles

"A Model of the Role of Free Drug Samples in Physicians' Prescription Decisions," with K. Joseph, Marketing Letters, forthcoming.

"Introduction:  Special Issue on Enhancing Sales Force Productivity," with S. Gopalakrishna and K. Joseph, Journal of Personal Selling and Sales Management, 28 2 (Spring), 109-113, 2008.

"Uphill or Downhill?:  Locating Your Firm on a Profit Function," with PA. Naik, S. Sridhar, and E. Thorson, Journal of Marketing, (April), 26-44, 2007.

"Optimal Pricing Strategies for an Automotive Aftermarket Retailer," with P.B. Seetharaman, R. Kaul, S. Gopalakrishna, and A. Stam, Journal of Marketing Research, 43 (November), 588-604, 2006.

"Do Retailers' Demands for Profit Margin Guarantees Unfairly Exploit Vendors?" with S. Basuroy and S. Gajanan, Marketing Letters, 16, 1 (January), 53-66, 2005.

"Allocating a Promotion Budget between Advertising and Sales Contest Prizes: An Integrated Marketing Communications Perspective," with P. Murthy, Marketing Letters, 16, 1 (January), 19-35, 2005.

"Adapting Motivation, Control, and Compensation Research to a New Environment," with S.P. Brown, K.R. Evans, and G. Challagalla, Journal of Personal Selling and Sales Management 25th Anniversary Issue, 25, 2 (Spring), 155-167, 2005.

“The Impact of Category Management on Retail Prices and Performance: Theory and Evidence,” with S. Basuroy and R. Walters, Journal of Marketing, 65 (October), 16-32, 2001.

“A Decision-Support System that Helps Retailers Decide Order Quantities and Markdowns for Fashion Goods” with S. Rao, Interfaces, 31, 3 (May-June), S146-S165, 2001.

“Demand Uncertainty and Supplier’s Returns Policies for a Multi-store Style-good Retailer” with K. Raman, European Journal of Operational Research, 115 (2), 270-284, 1999.

“Planning Media Schedules in the Presence of Dynamic Advertising Quality” with P. Naik and A. Sawyer, Marketing Science, 17 (3), 214-235, 1998.

“Sales Quota Plans: Mechanisms for Adaptive Learning,” with K. Raman and R. Desiraju, Marketing Letters, 8, 4 (October), 393-405, 1997.

“Structuring a Multiproduct Sales Quota-Bonus Plan for a Heterogeneous Sales Force: A Practical Model-Based Approach” with P. Sinha and A. Zoltners, Marketing Science, 13, 2 (Spring), 121-144, 1994.

“Finding Choice Alternatives in Memory: Probability Models of Brand Name Recall” with J.W. Hutchinson and K. Raman, Journal of Marketing Research, 31 (November), 441-461, 1994.

“Dynamic Competitive Retail Pricing with Uncertainty and Learning” with A.T. Coughlan, Managerial and Decision Economics, 15, 1 (Jan-Feb), 3-20, 1994.

“Toward Formalizing Fashion Theory” with C. Miller and S. McIntyre, Journal of Marketing Research, 30, 2 (May), 142-157, 1993.

“Impact of Resource Allocation Rules on Marketing Investment-Level Decisions and Profitability” with P. Sinha and A. Zoltners, Journal of Marketing Research, 29, 2 (May), 162-175, 1992.

“Dynamic Competitive Pricing Behavior” with A.T. Coughlan, International Journal of Research in Marketing, 9, 1 (March), 91-108, 1992.

“Analysis of a Sales Force Incentive Plan for Accurate Sales Forecasting and Performance” with K. Raman, International Journal of Research in Marketing, 7, 2-3 (December), 189-202, 1990.

“Flawed Products: Consumer Responses and Marketing Implications” with P. Kotler, Journal of Consumer Marketing, 2, 3 (August), 27-36, 1985.

Books

"Retailing in the 21st Century: Current and Future Trends," with M. Krafft (editors), Springer Berlin.Heidelberg, 2006.

Book Chapters

"The CRM Process and the Banking Industry: Insights from the Marketing Literature," with M. Krafft, B. Dong, and K. Raman, Advances in Banking Technology and Management: Impact of ICT and CRM (ed: Vadlamani Ravi), Idea Group Inc., Penn. (USA), 159-185, 2008.

"Retailing in the Global World: Case Study of Metro," with Z. Mierdorf and M. Krafft, in Retailing in the 21st Century: Current and Future Trends, M. Krafft and Murali K. Mantrala (editors), Springer Berlin.Heidelberg, 2006.

"Applications of Intelligent Technologies in Retail Marketing," with V. Ravi and K. Raman, in Retailing in the 21st Century: Current and Future Trends, M. Krafft and Murali K. Mantrala (editors), Springer Berlin.Heidelberg, 2006.

"Allocating Marketing Resources,” in Handbook of Marketing, B.A. Weitz and R. Wensley (editors), Sage Publications, Chapter 16, 2002.

Other Publications

"A Meta-Analysis of Personal Selling Elasticities," with S. Albers and S. Sridhar, MSI Reports, No. 08-001, 3-24, April 2008.

"Developing Optimal Store-Level Pricing Strategies for an Automotive Aftermarket Retailer," with P.B. Seetharaman, R. Kaul, S. Gopalakrishna, and A. Stam, MSI Reports, 06-001, April 2006.