Image: Detelina Marinova

Detelina Marinova

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

Detelina Marinova is Frances Ridge Gay MBA Professor of Marketing at the Robert J. Trulaske College of Business, University of Missouri. Her research focuses on managing sales and service interactions at the organizational frontlines, healthcare marketing, technology-enabled interactions, analysis of unstructured data and machine learning.

Detelina’s 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 award. She 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 currently serves as Area Editor of Journal of Marketing Research and Journal of Service Research and on the editorial review boards of Journal of Marketing, Journal of the Academy of Marketing Science and Journal of Retailing. Detelina teaches marketing management and analytics courses at the undergraduate, MBA and PhD levels and is a 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.


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


2019 Journal of Retailing, Outstanding Reviewer Award2019 John A. Riggs, Jr., MBA Teaching Award; 2019 Distinguished Research Achievement Award; 2019 Shelter Insurance Teaching Excellence Award in Marketing; 2019 Trulaske College of Business Summer Scholar Award; 2018-2019 Richard G. Miller Summer Scholar Award; 2018 Journal of Marketing Outstanding Reviewer Award; 2017 Champion of Applied Learning Award; 2017 Mid-Career Research Achievement Award; 2017 Winemiller Excellence Award; 2016 John A. Riggs, Jr., MBA Teaching Award; 2015 Vanguard Award for Innovative Teaching and Use of Technology

Recent Publications

Singh, Sunil, Detelina Marinova and Jagdip Singh (2020), “B2B E-Negotiation and Influence Tactics,” forthcoming, Journal of Marketing.

Lin, Frank, Detelina Marinova, Jagdip Singh, (2019), “Letting Customers Win in WebChat Sales,” The Thought Leadership on Sales Profession Conference, Stanford University, CA.

Balducci, Bitty, Detelina Marinova, Jagdip Singh (2020), “Voice in Frontline Interactions,” Organizational Frontline Research Symposium: San Diego, CA.

Tang, Yihui (Elina) and Detelina Marinova (2020), “When Less is More: The Downside of Customer Knowledge Sharing within NPD Teams in B2B Industries,” forthcoming, Journal of the Academy of Marketing Science.  10.1007/s11747-019-00646-w

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