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

People Directory

Detelina Marinova

Frances Ridge Gay MBA Professor and Professor of Marketing
Marketing
Office: 
424
Building: 
Cornell Hall
Phone: 
(573) 884-8052

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 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 serves on the editorial review boards of Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal 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 on the Trulaske College of Business Strategic Development Board and is the faculty advisor for the Trulaske Women in Business student organization.

Education: 

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

Publications

Journal Articles

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

Singh, Sunil, Detelina Marinova, Jagdip Singh, and Kenneth Evans, (2018) “Customer Query Handling in Sales Interactions.” forthcoming, Journal of the Academy of Marketing Science.

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

  • Featured in Harvard Business Review, IdeaWatch (January-February 2018) “’Sorry’ is Not Enough.”

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.

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

Balducci, Bitty, Detelina Marinova, Jagdip Singh (2018), “The Role of Voice in B2B Cold Calling Effectiveness,” ISBM Conference, Boston MA.

Lin, Frank, Detelina Marinova, Jagdip Singh, (2018), “When Deals and Sales Converge in Webchat Platforms,” Frontiers in Service Conference, Austin, TX, September 6-9

Lin, Frank, Detelina Marinova, Jagdip Singh, (2018), “Letting Customers Win in WebChat Sales,” OFR Symposium, New Orleans, LA, February 21-22.

Marinova, Detelina, Jagdip Singh, Kwan Lim and Yiwen Chen (2017) “Managing Customer Complaints in Microblog Interactions,” Frontiers in Service Conference, New York, NY, June 22- 25.

Marinova, Detelina, Jagdip Singh, Yiwen Chen and Kwan Lim, (2017) “Microblogs as Frontlines of Customer Problem Handling: Does it Work?” OFR Symposium, Orlando, FL February 15-17.

Tang, Elina and Detelina Marinova, (2017) “From Managerial Cognition to Innovation Success: The Role of Market Knowledge Sharing and Shared Accurate Market Knowledge," AMA Winter Educators’ Conference, Orlando FL, February 16-19.

Marinova, Detelina, Goutam Challagalla, Ko de Ryuter, Ming-Hui Huang and Matt Meuter (2016), “Getting Smart: Learning from Technology Empowered Frontline Interactions,” AMA Winter Educators’ Conference, Las Vegas, NV, February 26-28.

Marinova, Detelina, Sunil Singh and Jagdip Singh (2015), “Problem-Solving in the Frontlines: Dynamic Language and Body Cue Analysis,” AMA Winter Educators’ Conference, San Antonio, TX, February 13-15.

Zhu, Sandy, Detelina Marinova and Jagdip Singh (2015) “Quality-Efficiency Trade-offs in Service Organizations: A SFA-based Approach with Application in Health Care Services,” AMA Winter Educators’ Conference Proceedings, San Antonio, Texas.

Singh, Sunil, Detelina Marinova Jagdip Singh (2015), “Email Negotiations in B2B Selling: Dynamic Use of Textual Cues as Influence Strategies” Invited presentation at “AMS Annual Conference, Denver, Colorado.

Singh, Sunil, Detelina Marinova and Jagdip Singh (2015) “Email B-2-B Sales Negotiations: Influence Strategies as Textual Cues,” INFORMS Marketing Science Conference, Baltimore, MD, June 17-19.