Image: Srinath Gopalakrishna

Srinath Gopalakrishna

Professor of Marketing, David and Judy O'Neal MBA Professor, and Faculty Director execMBA
444 Cornell Hall

700 Tiger Avenue
Columbia, MO 65211

Srinath Gopalakrishna is a Professor of Marketing, David and Judy O'Neal MBA Professor and Faculty Director of the execMBA at the Robert J. Trulaske, Sr. College of Business, University of Missouri. He is a dedicated scholar with a focus on business-to-business marketing and sales management. Specifically, his research has examined the integration of marketing communication elements, measuring the economic returns from marketing expenditures, analyzing sales motivation/incentive programs and assessing the drivers of intermediate and overall sales outcomes. Several of his research projects have been funded by the Marketing Science Institute. His publications include articles in the Journal of MarketingJournal of Marketing ResearchMarketing Science, and International Journal of Research in Marketing, among other journals. He also serves on the editorial review board of the Journal of Marketing, Journal of Business-to-Business Marketing and Journal of Personal Selling and Sales Management.

Gopalakrishna has been the recipient of the College’s Distinguished Research Fellowship Award, the O’Brien Award for Teaching Excellence and our University’s William T. Kemper Fellowship for Teaching Excellence. He has taught in several of Trulaske’s Study Abroad programs and has consulted with industry partners on research and teaching.


PhD, Purdue University, 1988; MBA, Indian Institute of Management, 1980; BTech Indian Institute of Technology, 1977


Sridhar, Shrihari, Clay M. Voorhees and Srinath Gopalakrishna (2015), “Assessing the Drivers of Short- and Long-Term Outcomes at Business Trade Shows,” Customer Needs and Solutions, 2, 3, 222-229.

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.

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.

Gopalakrishna, Srinath, Catherine Roster and Shrihari Sridhar (2010), “An Exploratory Study of Attendee Activities at a Business Trade Show,” Journal of Business and Industrial Marketing. 25, 4, 241-248.

Garrett, Jason and Srinath Gopalakrishna (2010), “Customer Value Impact of Sales Contests,” Journal of the Academy of Marketing Science, online (February).