Research For Murali Krishna Mantrala

Refereed Journal Articles

"Dynamic Marketing Investment Strategies for Platform Firms," with S. Sridhar, R. Naik, and E. Thorson, Journal of Marketing Research, forthcoming.

"Optimal Resource Allocation with Time-varying Marketing Effectiveness, Margins and Costs," with K. Raman, S. Sridhar, and Y. Tang, Journal of Interactive Marketing, forthcoming.

"Developing India-centric B2B Sales Theory: An Inductive Approach Using Sales Job Ads," with S. Sridhar, and X. Dong, Journal of Business and Industrial Marketing, forthcoming.

"The Bricks that Build the Clicks: Newsroom Investments and Newspaper Online Performance", with Y. Tang, S. Sridhar, and E. Thorson, International Journal of Media Management, Volume 13 (2), 107-128, 2011.

"Personal Selling Elasticities:  A Meta-analysis," with S. Albers and S. Sridhar, Journal of Marketing Research, 47 (10, October), pp. 840-853, 2011.

“Pharma Rebates, Pharmacy Benefit Managers and Employer Outcomes” with Özden Gür Ali Health Care Management Science, Online Publication, May, 1-13, 2010.

“Proactive Planning of the Timing of a Partial Switch of a Prescription to Over-the-Counter Drug,” with Gila Fruchter, Production and Operations Management, Online, March, 1-15, 2010.

"Sales Force Modeling," with S. Albers, K. Joseph, M. Krafft, C. Nasarimhan, F. Caldieraro, O. Jensen, S. Gopalakrishna, R. Lal, A. Zoltners, L. Lodish, Marketing Letters, 21, 3, 255-272, 2010.

"Delegation of Pricing Authority to the Sales Force:  Its Measurement, Determinants and Impact on Performance," with H. Frenzen, A Hansen, M. Krafft, and S. Schmidt, International Journal of Research in Marketing, 27, 58-68, 2010.

"Why is Assortment Planning So Difficult for Retailers?:  A Framework & Agenda for Research," with M. Levy, B. E. Kahn, E. Fox, W. Dankworth, P. Gaidarev, D. Shah, Journal of Retailing, 85, 1, (March), 71-83, 2009.

"A Model of the Role of Free Drug Samples in Physicians' Prescription Decisions," with K. Joseph, Marketing Letters, 20, 1 (March), 15-29, 2009.

"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.

"Innovations in Shopper Marketing: Current Insights and Future Research Issues," with V. Shankar, J. Inman, Eileen Kelley, and R. Rizley, Journal of Retailing, forthcoming.

Books

"Retailing in the 21st Century: Current and Future Trends," with M. Krafft (editors), Springer Berlin.Heidelberg, 2010 (Second Edition).

Book Chapters

"Impact of the Internet on B2B Sales Force Size and Structure," with Sonke Albers, forthcoming, Handbook of B2B Marketing, (eds: Gary Lilien and Raj Grewal, ISBM, Penn State University), Elgar Publishing, 2011.

“Sales Optimization Models – Sales Force Territory Planning,” with Sonke Albers forthcoming in Wiley Encyclopedia of Operations Research and Management Science edited by James J. Cochran (Editor-in-Chief), Louis Anthony Cox, Jr. , Pınar Keskinocak , Jeffrey P. Kharoufeh, and J. Cole Smith (Area Editors).

“Entrepreneurship in Retailing: Leopold Stiefel’s “Big Idea” and the Growth of Media Markt-Saturn,” with Manfred Krafft forthcoming in Retailing in the 21st Century: Current and Emerging Trends (Second Edition) (eds: Manfred Krafft & Murali K. Mantrala), Springer Berlin. Heidelberg.

“Personal Selling Impact” (2009) wityh Sonke Albers and Shrihari Sridhar, in Empirical Generalizations about MarketingImpact: What We Have Learned from Academic Research, (April 2009), Marketing Science Institute Book editor: Dominique Hanssens, 77.

"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

Retailing in the 21st Century:  Current and Future Trends, with M. Krafft, Second Edition, Springer Verlag. Berlin Heidelberg. Edited volume, January 2010.

“Entrepreneurship in Retailing:  Leopold Stiefel’s “Big Idea” and the Growth of Media Market-Saturn,” with M. Krafft and L. Stiefel,  in Retailing in the 21st Century:  Current and Emerging Trends (Second Edition) (eds:  Manfred Krafft & Murali K. Mantrala), Springer Verlag. Berlin Heidelberg.

“Dynamic Marketing Investment Strategies for Platform Firms,” with S. Sridhar, P. Naik and E. Thorson, MSI Reports, Issue 4, 09-040, 2009.

"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.



Last Edited: 6/20/2005