Robert J. Trulaske Sr., College of Business, University of Missouri

People Directory

Detelina Marinova

Frances Ridge Gay MBA Professor and Professor of Marketing
Cornell Hall
(573) 884-8052

Professor Marinova’s research interests lie at the intersection of marketing strategy and econometric modeling. Her current research focuses on managing the organizational frontlines or firm-customer interfaces, the financial impact of marketing strategy in service organizations, market learning and innovation. Her research has been funded by the Marketing Science Institute, Institute for the Study of Business Markets, and the National Institutes of Health.  She has published her research in the Journal of Marketing, Journal of Marketing Research, and Journal of the Academy of Marketing Science, among others. She currently teaches managerially oriented courses at the undergraduate, MBA and PhD levels, including Marketing Strategy, and Advanced Marketing Analytics and is also actively involved in the Marketing Analytics MBA certificate. Marinova was a recent recipient of the John A. Riggs, Jr., Excellence in MBA Teaching Award and Vanguard Award for Innovative Teaching and Use of Technology. She serves on the Trulaske College of Business Strategic Development Board and is the faculty advisor for the Trulaske Women in Business student organization.


B.S.B.A., West Virginia Wesleyan College (summa cum laude); M.S.,  University of Cincinnati, 1999; Ph.D., University of Cincinnati, 1999.


Book Chapters

Singh, Jagdip, Marinova, Detelina and Brown, Stephen (2012) “Boundary Work and Customer Connectivity in B2B Frontlines,” in Handbook on Business-to-Business Marketing, Gary Lilien and Rajdeep Grewal, Eds, Edward Elgar Publishing (invited chapter).

Journal Articles

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.

Singh, Jagdip and Detelina Marinova (2013), "Stemming Performance Losses in Service Innovation Implementation – a Frontline Perspective,” Marketing Review St. Gallen, 5, 10-20.

Ye, Jun, Detelina Marinova and Jagdip Singh (2012), "Bottom-up Learning in Marketing Frontlines: Conceptualization, Processes and Consquences," Journal of the Academy of Marketing Science, November (40), 821-44.

Silvers JB, Detelina Marinova, Mary Beth Mercer, Alfred Connors and Leona Cuttler (2010), “A National Study of Physician Recommendations to Initiate and Discontinue Growth Hormone for Idiopathic Short Stature, “ Pediatrics, 126 (September), 468-76.

Cuttler, Leona, Detelina Marinova, Mary Beth Mercer, JB. Silvers and Alfred Connors (2009), "Patient, Physician and Consumer Drivers:  Referrals for Short Stature and Access to Specialty Drugs," Medical Care, 47 (August), 858-865.

Marinova, Detelina, Jun Ye and Jagdip Singh (2008), "Do Frontline Mechanisms Matter? Impact of Quality and Productivity Orientations on Unit Revenue, Efficiency and Customer Satisfaction," Journal of Marketing, 72 (March) 28-45.

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, Murali, Frederick Russ, Kevin McNeilly, and Detelina Marinova (2000), "From Uncertain Intentions to Actual Behavior - A Threshold Model of 'Whether' and 'When' Salespeople Quit," Journal of Marketing Research, 37 (November), 463-79.

Conference Proceedings

"Patterns of frontline Cognitive and Emotional Work and its Customer Satisfaction Consequences: A Pilot Study," with Sunil Singh and Jagdip Singh, AMA Winter Educators' Conference Proceedings, Tampa, FL. 2012.

"The Financial Consequences of Service Quality and its Impact on Advertising Effectiveness," AMA Winter Educator's Conference, Tampa, FL, Feb. 21-23, 2009.

"Agency and Trust Mechanisms in Sales Management," with J Singhk, S. Kusari and D. Cohen, in special session on "Agency Challenges in Marketing Partnerships: Design, Relationship, and Selection Solutions," AMA Winter Educators' Conference, Tampa, FL, Feb. 21-23, 2009.

"Deliberate Learning in the Frontlines of Service Organizations," with J. Ye and J. Singh, Academy of Management Conference Proceedings, Anaheim, California, 2008.

"Change Strategies and Ambiguous Roles:  Managing Frontline Performance and Psychological Wellbeing in Fast Moving Service Organizations,"  AMA Winter Educators' Conference, Austin, TX, February 2008.

"Salesperson Cognition and Behaviors:  The Complementary and Conflicting Roles of Trust and Control," with S. Kusari, J. Singh, and D. Cohen, AMA Summer Educators' Conference Proceedings, Chicago, IL., 2006.

"Trust and Control Mechanisms in Organizational Boundary Spanners' Cognitions and Behaviors," with S. Kusari, J. Singh, and D. Cohen, Academy of Management Conference Proceedings, Honolulu, HA., 2005.

"Change Sans Tears:  Understanding Change Processes for Frontline Employees in Service Organizations," with J. Ye and J. Singh, Academy of Management Conference Proceedings, Seattle, WA., 2003.