Image: Detelina Marinova

Detelina Marinova

Frances Ridge Gay MBA Professor and Professor of Marketing
424 Cornell Hall

Professor Marinova’s current research interests focus on managing organizational frontlines in sales and service, technology-enabled interactions, analysis of unstructured data, machine learning and healthcare marketing. Her research has been funded by the National Institutes of Health, Marketing Science Institute, and the recipient of the Institute for the Study of Business Markets’ dissertation awardShe has published her research in the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of the Academy of Marketing Science, and Journal of Service Research among others. She serves on the editorial review boards of Journal of Marketing ResearchJournal of the Academy of Marketing ScienceJournal of Retailing and Journal of Service Research. Professor Marinova currently teaches marketing management and analytics courses at the undergraduate, MBA and PhD levels and was a recent recipient of several teaching awards, among which are the John A. Riggs, Jr., Excellence in MBA Teaching Award, Vanguard Award for Innovative Teaching and Use of Technology, and Champion of Applied Learning Award in the Crosby MBA program. She serves as the faculty advisor for the Trulaske Women in Business student organization.


BS BA, West Virginia Wesleyan College (summa cum laude), 1995; MS, University of Cincinnati, 1999; PhD, University of Cincinnati, 1999


Journal Articles

Balducci, Bitty and Detelina Marinova, (2018), Unstructured Data in Marketing, Journal of the Academy of Marketing Science, 46(4), 557-590.

Marinova, Detelina, Sunil Singh and Jagdip Singh (2018), “Frontline Problem-Solving Interactions: A Dynamic Analysis of Verbal and Nonverbal Cues,” Journal of Marketing Research, 55 (April), 178-192.

Marinova, Detelina, Goutam Challagalla, Ko de Ryuter, Ming-Hui Huang and Matt Meuter (2017), “Getting Smart: Learning from Technology Empowered Frontline Interactions,” Journal of Service Research, Special Issue on Organizational Frontline Research, 20 (1), 29-42.

Marinova, Detelina, Irina Kozlenkova, Leona Cuttler and JB Silvers (2017), “To Prescribe or Not to Prescribe? Consumer Access to Life Enhancing Products,” Journal of Consumer Research, 43(February), 806-24.

Lund, Donald and Detelina Marinova (2014), "Managing Revenue across Retail Channels: The Interplay of Service Performance and Direct Marketing," Journal of Marketing, 78 (September).

Marinova, Detelina and Jagdip Singh (2014), "Consumer Decision to Upgrade or Downgrade a Service Membership," with Journal of the Academy of Marketing Science.

Ye, Jun, Detelina Marinova and Jagdip Singh (2007), "Strategic Change Implementation and Performance Loss in the Front Lines," Journal of Marketing, 71 (October), 156-171.

Marinova, Detelina (2004), "Actualizing Innovation Effort:  The Impact of Market Knowledge Diffusion in a Dynamic System of Competition," Journal of Marketing, 68 (July), 1-20.

Chandrashekaran, M., Russ, F., McNeilly, K. and Marinova, D. (2000), "From Uncertain Intentions to Actual Behavior - A Threshold Model of 'Whether' and 'When' Salespeople Quit," Journal of Marketing Research, 37 (November), 463-79.