Robert J. Trulaske Sr., College of Business, University of Missouri

People Directory

Murali Mantrala

Sam M. Walton Distinguished Professor of Marketing and Chair, Department of Marketing
Cornell Hall
(573) 884-2734

Professor Mantrala is a member of INFORMS (the Institute for Operations Research and the Management Sciences) and the American Marketing Association (AMA) .Previously, he was J.C. Penney Associate Professor at the University of Florida, Gainesville (1995-1998) and then Manager at ZS Associates, Evanston, Illinois (1999-2003). Professor Mantrala has been a visiting professor at various universities over the last 25 years including Bar-Ilan (Tel Aviv), Chicago, Cologne, Columbia, Duke, Indian School of Business, Rutgers, Vanderbilt, Washington-St. Louis, and WHU Koblenz. Professor Mantrala’s research on topics such as marketing by two-sided platforms, sales resource allocation, compensation design, and retail pricing strategies has appeared in leading academic journals such as Journal of Marketing Research (JMR), Journal of Marketing (JM), Marketing Science (MKS), Journal of Retailing (JR), Marketing Letters, and Journal of Interactive Marketing (JIM). Two of his papers in JMR were finalists for the AMA’s O’Dell Award. Two others in MKS and JIM won the Frank M. Bass Best Paper Award in 1998 and the 2013 Best Paper Award respectively. Professor Mantrala is Co-Editor of Journal of Retailing from January 1, 2015 after serving four years as an Associate Editor. He also serves/served on the editorial boards of JM, MKS, and Journal of Personal Selling and Sales Management.  He was a co-chair of the 43rd AMA Sheth Foundation Doctoral Consortium at MU in 2008 and the biannual Enhancing Sales Force Productivity Conferences at Missouri, Kiel, and Kansas, in 2006, 2008, & 2010 respectively. In 2010, he received the Humboldt Research Award from the Alexander Humboldt Foundation in Berlin, Germany, for lifetime research contributions, several in collaboration with scholars in Germany. 


B.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.


Journal Articles

Rajdeep Grewal, Gary L. Lilien, Sundar Bharadwaj, Pranav Jindal, Ujwal Kayande, Robert F. Lusch, Murali Mantrala, Robert W. Palmatier, Aric Rindfleisch, Lisa K. Scheer, Robert Spekman, and Shrihari Sridhar, (2015) “Business-to-Business Buying: Challenges and Opportunities,” Published online: 7 March 2015 Customer Needs and Solutions.

Srinath Gopalakrishna, Jason Garrett, Murali K. Mantrala, Shrihari Sridhar, (2015). "Assessing Sales Contest Effectiveness: The Role of Salesperson and Sales District Characteristics", Marketing Letters: 1-14.

Manfred Krafft, Oliver, Gotz, Murali K. Mantrala, Francesca Sotgiu, Sebastian Tillmans. (2015) “The Evolution of Marketing Channels Research: A Methodological Perspective,” Journal of Retailing, forthcoming.

Sridhar, Shrihari, Murali K. Mantrala, Prasad A, Naik (2014), “Efficiency Analysis of Marketing Organizations with Inter-connected Departments,” Customer Needs and Solutions, Volume 1, Issue 2, (June) pp 154-167.

Kanuri, Vamsi, Esther Thorson, and Murali K. Mantrala (2014), “On the Measurement of Reader Preferences for News Topics: An Application of Choice-Based Conjoint Analysis,” in International Journal of Media Management

Raman, K., Murali K. Mantrala, S. Sridhar and Y.Tang (2012), "Optimal Resource Allocation with Time-varying Marketing Effectiveness, Margins and Costs," Journal of Interactive Marketing, Vol. 26, No. 1 (February), pp. 43-52.

Mukherjee, Arpita, Divya Satija, Tanu M. Goyal, Murali K. Mantrala and Shaoming Zou (2012), "Are Indian Consumers Brand Conscious? Insights for Global Retailers", Asia Pacific Journal of Marketing and Logistics, Vol. 24, No. 7, pp. 1-19.

Mantrala, Murali K., Shrihari Sridhar and Xiaodan Dong (2012), "Developing India-centric B2B Sales Theory: An Inductive Approach Using Sales Job Ads," in Journal of Business and Industrial Marketing, Vol. 27, No. 3.

Shankar, Venkatesh, Jeff Inman, Murali K. Mantrala, Eileen Kelley, Ross Rizley (2011), "Innovation in Shopper Marketing: Current Insights and Future Research Issues," Journal of Retailing. Special Issue on Innovations in Retailing, Vol. 87S, S29-S42.

Tang, Yihui, Shrihari Sridhar, Esther Thorson, Murali K. Mantrala (2011), "The Bricks that Build the Clicks: Newsroom Investments and Newspaper Online Performance", International Journal of Media Management, Volume 13 (2), 107-128.

Sridhar, Shrihari, Murali K. Mantrala, Prasad A, Naik, and Esther Thorson (2011), "Dynamic Marketing Investment Strategies for Platform Firms,"  Journal of Marketing Research, Vol. 48, No. 6 (December), pp. 929-943.

Albers, Sönke, Murali K. Mantrala, and Shrihari Sridhar (2010), "Personal Selling Elasticities:  A Meta-analysis," Journal of Marketing Research, 47 (10, October), pp. 840-853.

Ali, Ozden Gur and Murali K. Mantrala (2010), “Pharma Rebates, Pharmacy Benefit Managers and Employer Outcomes” Health Care Management Science, Online Publication, May, 1-13.

Mantrala, Murali K., S. Gopalakrishna, S. Albers, K. Joseph, M. Krafft, C. Nasarimhan, F. Caldieraro, O. Jensen,  R. Lal, A. Zoltners and L. Lodish (2010), "Sales Force Modeling: State of the Field and Research Agenda," Marketing Letters, 21, 3, 255-272.

Albers, Sonkeand, Manfred Krafft and Murali K. Mantrala (2010), "Guest Editorial Special Section on Enhancing Sales Force Productivity," International Journal of Research Marketing, 27 (1, March), pp. 44-45.

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

Frenzen, Heiko, Ann-Kristin Hansen, Manfred Krafft, Murali K. Mantrala and Simone Schmidt (2010), "Delegation of Pricing Authority to the Sales Force:  Its Measurement, Determinants and Impact on Performance," International Journal of Research in Marketing, 27, 58-68.

Mantrala, Murali K., Michael Levy, Barbara E. Kahn, Edward Fox, William Dankworth, Peter Gaidarev and Denish Shah (2009), "Why is Assortment Planning So Difficult for Retailers?:  A Framework & Agenda for Research," Journal of Retailing, 85, 1, (March), 71-83.

Joseph, Kissan and Murali K. Mantrala (2009), “A Model of the Role of Free Drug Samples in Physicians’ Prescription Decisions,” Marketing Letter's, Vol. 20, No. 1 (March), pp. 15-29.

Mantrala, Murali K., Sonke Albers, Srinath Gopalakrishna, and Kissan Joseph (2008), "Editorial Introduction: Special Issue on Enhancing Sales Force Productivity," Journal of Personal Selling & Sales Management, Vol. 28, No. 2 (Spring), pp. 109-113.

Mantrala, Murali K., Prasad Naik, Hari Sridhar and Esther Thorson (2007), "Uphill or Downhill?:  Locating Your Firm on a Profit Function," Journal of Marketing, (April), 26-44.

Mantrala, Murali K., P. B. Seetharaman, R. Kaul, S. Gopalakrishnan, and A. Stam (2006), "Optimal Pricing Strategies for an Automotive Aftermarket Retailer," Journal of Marketing Research, 43(4), 588-604.

Mantrala, Murali K., P.B. Seetharaman, Rajeeve Kaul, Srinath Gopalakrishna and Antonie Stam (2006), "Developing Optimal Store-Level Pricing Strategies for an Automotive Aftermarket Retailer," MSI Reports, 06-001.

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

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

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

Basuroy, Suman, Murali K. Mantrala and Rockney Walters (2001), “The Impact of Category Management on Retail Prices and Performance: Theory and Evidence,” Journal of Marketing, 65 (October), 16-32.

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

Mantrala, Murali K. and Kalyan Raman (1999), "Demand Uncertainty and Supplier's Returns Policies for a Multi-store Style-good Retailer", European Journal of Operational Research, 115 (2), 270-284.

Naik, Prasad A., Murali K. Mantrala and Alan G. Sawyer (1998), “Planning Media Schedules in the Presence of Dynamic Advertising Quality” Marketing Science, 17 (3), 214-235.

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

Coughlan, Anne T. and Murali K. Mantrala (1994), “Dynamic Competitive Pricing Behavior", International Journal of Research in Marketing, Vol. 9, No. 1, March, 91-108 (Special Issue on Marketing Strategy).

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

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

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

Miller, Christopher, Shelby McIntyre and Murali K. Mantrala (1993), “Toward Formalizing Fashion Theory”, Journal of Marketing Research, 30, 2 (May), 142-157.

Mantrala, Murali K., Prabhakant Sinha and Andris Zoltners (1992), “Impact of Resource Allocation Rules on Marketing Investment-Level Decisions and Profitability”, Journal of Marketing Research, 29, 2 (May), 162-175.

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

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


Manfred Krafft and Murali K. Mantrala (2010), (eds) Retailing in the 21st Century: Current and Future Trends (Second Edition, with Manfred Krafft), Springer Berlin, Heidelberg

Book Chapters

Sridhar, Shrihari, Murali K. Mantrala and Sonke Albers (2014), "Pharmaceutical Detailing Elasticities: A Meta-analysis," in Innovation and Marketing in the Pharmaceutical Industry: Achieving Sustainable Success (eds: Min Ding, Jehoshua Eliashberg, Stefan Stremersch), Springer: New York, NY

Mukherjee, Arpita, Divya Satija, Tanu M. Goyal, Murali K. Mantrala and Shaoming Zou (2014), "Impact of the Retail FDI Policy on Indian Consumers and the Way Forward," Ch. 3 in Globalization & Standards:  Issues and Challenges in Indian Business, Keshab Das (Ed.).

Mantrala, Murali K. (2014), “History of Sales Force Productivity Models,” Ch. 16 in The History of Marketing Science, co-edited by Russell Winer (NYU) & Scott Neslin (Dartmouth College),

Mantrala, Murali K. and Sonke Albers (2012), "Impact of the Internet on B2B Sales Force Size and Structure," , Ch. 29 in the Handbook of Business-to-Business Marketing, (eds: Gary Lilien and Raj Grewal, ISBM, Penn State University), Elgar Publishing (Northampton: MA), pp. 539-555.

Krafft, Manfred & Murali K. Mantrala, (2010), “Entrepreneurship in Retailing: Leopold Stiefel’s “Big Idea” and the Growth of Media Markt-Saturn,” Retailing in the 21st Century: Current and Emerging Trends (Second Edition) (eds: Manfred Krafft & Murali K. Mantrala), Springer Berlin. Heidelberg.

Albers, Sonke and Murali K. Mantrala (2010), “Sales Optimization Models – Sales Force Territory Planning,” 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).

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

Albers, Sonke and Murali K. Mantrali (2008), "Models for Sales Management," Chapter 6 in Handbook of Marketing Decision Models (ed: Berend Wierenga, Eramus University), Springer Science + Business Media International Series in Operational Research and Management Science pp. 163-210.

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

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

Vadlamanii, Ravi, Murali K. Mantrala and Kalyan Raman (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.

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


"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.