Marketing professor Murali Mantrala receives best paper award

Murali Mantrala, Sam M. Walton Distinguished Professor of Marketing, received the Best Paper Award for a 2012 paper published in the Journal of Interactive Marketing.

Mantrala's paper, “Optimal Resource Allocation with Time-varying Marketing Effectiveness, Margins and Costs,” focuses on the variance of marketing-mix effectiveness over time and how to optimize allocation of marketing resources with time-varying effectiveness.

The paper’s authors include Mantrala and Kalyan Raman of the Integrated Marketing Communications Program at Northwestern University as well as Shrihari Sridhar of the Penn State Smeal College of Business and Yihui Tang of Illinois State University College of Business, both graduates of the Trulaske College of Business doctoral program.

Mantrala was recently appointed Marketing Department Chair for the Trulaske College of Business; he will begin his position fall 2013. His research includes retail pricing and category management, news media pricing, pharmaceuticals marketing, marketing decision models, sales force resource allocation and compensation strategies. He is an Associate Editor of the Journal of Retailing, currently serves on the editorial boards of Journal of Marketing, Journal of Personal Selling and Sales Management, and Business Research Journal, and previously served as a Guest Area Editor of the International Journal of Research in Marketing and on the editorial board of Marketing Science. He is co-editor of the book Retailing in the 21st Century: Current and Emerging Trends (Springer 2010). 

The Journal of Interactive Marketing is a scholarly journal focusing on electronic, interactive and direct marketing environments.