Murali Mantrala
Sam M. Walton Distinguished Professor of Marketing
Marketing
Trulaske 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 J.C. Penney Associate Professor of marketing at the University of Florida, Gainesville, and also been a visiting faculty at Chicago, Columbia, Duke, Indian School of Business, Rutgers, Vanderbilt, Washington-St. Louis, and WHU-Koblenz Universities. He has spent several years at ZS Associates Inc., a sales and marketing strategy consulting firm headquartered in Evanston, Illinois. His research interests focus on retail pricing and category management, pharmaceuticals marketing, marketing decision models, sales force resource allocation and compensation strategies. Professor Mantrala has published articles in Marketing Science, Journal of Marketing Research, Journal of Marketing, Journal of Retailing, International Journal of Research in Marketing, Marketing Letters, Interfaces, Managerial and Decision Economics, and European Journal of Operational Research. He serves on the editorial boards of Marketing Science, Journal of Marketing, Journal of Retailing, Journal of Personal Selling and Sales Management, and as a Guest Area Editor of the International Journal of Research in Marketing. He is co-editor of the book Retailing in the 21st Century: Current and Emerging Trends (Springer 2006). In 2008, he co-chaired the 2nd Biennial Enhancing Sales Force Productivity Conference at Kiel, and the 43rd AMA Sheth Foundation Doctoral Consortium at the University of Missouri.
|
Educational BackgroundB.S., University of Delhi, 1974
M.B.A., Indian Institute of Management, Calcutta, 1976
M.B.A., University of Minnesota, 1981
Ph.D., Northwestern University, 1987.
|
Publications
Refereed Journal Articles
“Proactive Planning of the Timing of a Partial Switch of a Prescription to Over-the-Counter Drug,” with Gila Fruchter, Production and Operations Management, forthcoming.
"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, forthcoming.
"Personal Selling Elasticities: A Meta-analysis," with S. Albers and S. Sridhar, Journal of Marketing Research, forthcoming.
"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, forthcoming, 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.
Books
"Retailing in the 21st Century: Current and Future Trends," with M. Krafft (editors), Springer Berlin.Heidelberg, 2006.
Book Chapters
“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
"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.