Image: N. Syam

N. Syam

Robert J. Trulaske, Sr. Professor, Associate Professor of Marketing
426 Cornell Hall

700 Tiger Avenue
Columbia, MO 65211

Professor Syam is the Robert J. Trulaske Sr. Associate Professor of Marketing at the Trulaske College of Business, University of Missouri.

Professor Syam’s teaching and research are in Artificial Intelligence and Machine Learning Applications in Marketing and Sales. He is the author of the book “Machine Learning and Artificial Intelligence for Marketing and Sales: Essential Reference for Practitioners and Data Scientists”, which he has co-authored with an industry practitioner.

He has taught Executive Education and Executive MBA courses in ‘Artificial Intelligence and Machine Learning in Marketing’ at the Indian Institute of Management, Calcutta, and at the University of Missouri. He has also taught at the Indian School of Business (ISB), at IMD in Lausanne, Switzerland, and at Vlerick University, Belgium. He has received the Outstanding Teacher Award for Executive MBA teaching at the University of Missouri.

In addition to Machine Learning and Artificial Intelligence, his research is also in the areas of product customization and product co-creation. His research in sales force management covers sales compensation, including setting sales quotas and designing sales contests, analytics for sales pipeline management, issues in team selling, issues in ‘inside vs outside’ sales etc. His research has appeared in major journals such as Marketing Science, Journal of Marketing Research, Journal of Marketing, International Journal of Research in Marketing, Quantitative Marketing and Economics, and others. He has served on the Editorial Boards of Marketing Science and the Journal of Retailing.

Dr. Syam does extensive executive training and company workshops on the topics of Pricing Strategy, Enhancing Sales Manager Effectiveness and Competitive Marketing Strategy. He has worked with companies like McDonald’s Corporation, Metlife etc. Over the last several years he has worked with many companies that are partners of the Center for Sales and Customer Development (CSCD) at the University of Missouri.

His passion is international travel, especially to ancient archaeological sites around the world, and he tries to make a trip to least one new country each year.


BS, Mathematics, University of Delhi; MS, Mathematics, University of Delhi; MBA, Foreign Trade, Indian Institute of Foreign Trade; MS, Operations Research, University of Texas at Dallas; PhD, Management Science, University of Texas at Dallas






Doug J. Chung, Byungyeon Kim and Niladri B. Syam (2020), "A Practical Approach to Sales Compensation: What Do We Know Now? What Should We Know in the Future?", Foundations and Trends® in Marketing: Vol. 14: No. 1, pp 1-52.

Loginova, Oksana and Niladri Syam, “Sourcing Co‑Created Products: Should Your Suppliers Collaborate on Cost Reductions?” Review of Industrial Organization, 2020, Volume 56, Pages 329-355.

Dinah Cohen-Vernik, Amit Pazgal, Niladri Syam, “Competing with co-created products,” International Journal of Research in Marketing, 2019, Volume 36, Issue 1, March, Pages 63-82

Bert Paesbrugghe, Deva Rangarajan, Arun Sharma, Niladri Syam, “Personal Selling and the Purchasing Function: Where do We Go From Here?,” Journal of Personal Selling and Sales Management, 2018, Vol. 38, No. 1, 123–143

Niladri Syam and Arun Sharma, “Waiting for a Sales Renaissance in the Fourth Industrial Revolution: Machine Learning and Artificial Intelligence in Sales Research and Practice,” Industrial Marketing Management, 2018, Volume 69, February, 135-146

Award: 2018 Best Paper Award – Runner up