Srinath Gopalakrishna
David and Judy O'Neal MBA Professor and Professor of Marketing
Trulaske College of Business
Office:
434 Cornell Hall
University of Missouri
Columbia, MO 65211
Office Hours:
By Appointment Only
Phone: (573) 882-2443
E-Mail: srinath@missouri.edu
Vita
Professor Gopalakrishna is a member of INFORMS (Institute for Operations Research and the Management Sciences), American Marketing Association, Center for Exhibitor Industry Research and Beta Gamma Sigma. His research focuses on problems in business-to-business marketing such as the integration of elements of the communications mix, measurement of returns from marketing expenditures, and analysis of sales incentive programs. His publications include articles in Journal of Marketing, Journal of Marketing Research, Marketing Science, International Journal of Research in Marketing and other journals. Professor Gopalakrishna serves on the editorial review board of Journal of Business-to-Business Marketing.
|
Educational BackgroundBTech Indian Institute of Technology, 1977
M.B.A., Indian Institute of Management, 1980
Ph.D., Purdue University, 1988.
|
Publications
Refereed Journal Articles
"Sales Force Modeling: State of the Field and Research Agenda," with M.K. Mantrala, S. Albers, F. Caldieraro, O. Jensen, K. Joseph, M. Krafft, C. Narasimhan, A. Zoltners, R. Lal and L. Lodish, Marketing Letters, forthcoming, 2010.
"An Exploratory Study of Attendee Activities at a Business Trade Show," with C. Roster and S. Sridhar, Journal of Business and Industrial Marketing, forthcoming, 2009.
"Introduction: Special Issue on Enhancing Sales Force Productivity," with M. K. Mantrala and S. Albers, Journal of Personal Selling and Sales Management, 28 (2), 109-113, 2008.
"Use of Relationship Marketing Programs in Building Customer-Salesperson and Customer-Firm Relationships: Differential Influence on Financial Outcomes." with L. Scheer, R. W. Palmatier, M.B. Houston, and K. R. Evans, International Journal of Research in Marketing, 24 (September) 210-223, 2007.
"Returns on Business-to-Business Relationship Marketing Investments: Strategies for Leveraging Profits," with R.W. Palmatier and M. B. Houston, Marketing Science, 25 (5), 477-493, 2006.
"A Three-Stage Model of Integrated Marketing Communications at the Marketing-Sales Interface," with T.M. Smith and R. Chatterjee, Journal of Marketing Research, 43 (November), 564-579, 2006.
"Optimal Pricing Strategies for an Automotive Aftermarketing Retailer," with M. K. Mantrala, P.B. Seetharaman, R. Kaul, and A. Stam, Journal of Marketing Research, 43 (November), 588-604, 2006.
"The Complementary Effect of Trade Shows on Personal Selling," with T.M. Smith and P.M. Smith, International Journal of Research in Marketing, 21, 61-76, 2004.
"Incorporating Shortage Strategies in Industrial Marketing" with W.B. Wagner, Journal of Business and Industrial Marketing, 16, 7, 540-552, 2001.
“Generalizing About Trade Show Effectiveness: A Cross-National Comparison” with M.G. Dekimpe, P. Francois, G.L. Lilien and C. Van den Bulte, Journal of Marketing, 61, 4 (October), 55-64, 1997.
“Do Trade Shows Pay Off?” with G.L. Lilien, J.D. Williams and I.K. Sequeira, Journal of Marketing, 59, 3 (July), 75-83, 1995.
“A Three-Stage Model of Industrial Trade Show Performance,” with G.L. Lilien, Marketing Science, 14, 1 (Winter), 22-42, 1995.
"Trade Show Guidelines for Smaller Firms," with J.D. Williams and J.M. Cox, Industrial Marketing Management, 22 (November), 265-275, 1993.
"Planning and Performance Assessment of Industrial Trade Shows: An Exploratory Study," with J.D. Williams, International Journal of Research in Marketing, 9, 3 (August), 207-224, 1992.
"A Communications Response Model for a Mature Industrial Product: Application and Implications," with R. Chatterjee, Journal of Marketing Research, 29 (May), 189-200, 1992.
Other Publications
"Assessing the Impact of Sales Incentive Programs: A Business Process Perspective," Research Report, The Incentive Research Foundation, New York, 2007.
"Integrated Marketing Communications at the Marketing-Sales Interface," MSI Working Paper Series, 06-102, 2006.
"Developing Optimal Store-level Pricing Strategies for an Automotive Aftermarket Retailer," with Murali K. Mantrala, P.B. Seetharaman, R. Kaul, and A. Stam, MSI Working Paper Series, 06-105, 2006.
"Determining the Payoff from Relationship Marketing Programs," with R.W. Palmatier, MSI Working Paper Series, 05-102, 2005.
"Measuring the ROI of Sales Incentive Programs," Research Report, SITE Foundation, Society of Incentive and Travel Executives, New York, 2004.