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

People Directory

Srinath Gopalakrishna

Professor of Marketing, David and Judy O'Neal MBA Professor, Faculty Director execMBA, and Marketing Department Chair
Cornell Hall
(573) 882-2443

Srinath 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 Marketing, Journal of Marketing Research, Marketing 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.

Srinath 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.

Additionally, Srinath serves as the Faculty Director of the execMBA program, to support the program’s academic rigor. 


BTech Indian Institute of Technology, 1977; M.B.A., Indian Institute of Management, 1980; Ph.D., Purdue University, 1988.


Journal Articles

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).

Palmatier, Robert, Srinath Gopalakrishna and Mark Houston (2009), “How Companies Can Measure the Success of Their Relationship Marketing Investments”, Marketing Intelligence Review, Volume 1, 24-35.

Mantrala, Murali K., Sonke Albers, Srinath Gopalakrishna, and Kissan Joseph (2008), "Editorial Introduction: Special Issue on Enhancing Sales Force Productivity," Journal of Personal Selling & Sales Management, Vol. 28, No. 2 (Spring), pp. 109-113.

Palmatier, Robert W., Lisa K. Scheer, Mark B. Houston, Kenneth R. Evans and Srinath Gopalakrishna (2007), "Use of Relationship Marketing Programs in Building Customer-Salesperson and Customer-Firm Relationships:  Differential Influence on Financial Outcomes", International Journal of Research in Marketing, 24 (3), 210-23.

Mantrala, Murali K., P.B. Seetharaman, Rajeeve Kaul, Srinath Gopalakrishna and Antonie Stam (2006), "Developing Optimal Store-Level Pricing Strategies for an Automotive Aftermarket Retailer," MSI Reports, 06-001.

Mantrala, Murali K., P. B. Seetharaman, R. Kaul, S. Gopalakrishnan, and A. Stam (2006), "Optimal Pricing Strategies for an Automotive Aftermarket Retailer," Journal of Marketing Research, 43(4), 588-604.

Smith, Timothy M., Srinath Gopalakrishna and Paul M. Smith (2004), “The Complementary Effect of Trade Shows on Personal Selling”, International Journal of Research in Marketing, 21, 61-76.

Wagner, William B. and Srinath Gopalakrishna (2001), “Incorporating Shortage Strategies in Industrial Marketing”, Journal of Business and Industrial Marketing, 16, 7, 540-552.

Dekimpe, Marnik G., Pierre Francois, Srinath Gopalakrishna, Gary L. Lilien and Christophe Van den Bulte (1997), “Generalizing About Trade Show Effectiveness: A Cross-National Comparison”, Journal of Marketing, 61, 4 (October), 55-64.

Gopalakrishna, Srinath and Gary L. Lilien (1995), “A Three-Stage Model of Industrial Trade Show Performance”, Marketing Science, 14, 1 (Winter), 22-42.

Gopalakrishna, Srinath, Gary L. Lilien, Jerome D. Williams and Ian K. Sequeira (1995), “Do Trade Shows Pay Off?” Journal of Marketing, 59, 3 (July), 75-83.

Williams, Jerome D., Srinath Gopalakrishna and Jonathan M. Cox (1993), “Trade Show Guidelines for Smaller Firms”, Industrial Marketing Management, 22 (November), 265-275.

Gopalakrishna, Srinath and Rabikar Chatterjee (1992), “A Communications Response Model for a Mature Industrial Product: Application and Implications”, Journal of Marketing Research, 29 (May), 189-200.

Gopalakrishna, Srinath and Jerome D. Williams (1992), “Planning and Performance Assessment of Industrial Trade Shows: An Exploratory Study”, International Journal of Research in Marketing, 9, 3 (August), 207-224.


"Assessing the Impact of Sales Incentive Programs:  A Business Process Perspective," Research Report, The Incentive Research Foundation, New York, 2007.

"Integrated Marketing Communications at the Marketing-Sales Interface," MSI Working Paper Series, 06-102, 2006.

"Determining the Payoff from Relationship Marketing Programs," with R.W. Palmatier, MSI Working Paper Series, 05-102, 2005.

"Measuring the ROI of Sales Incentive Programs," Research Report, SITE Foundation, Society of Incentive and Travel Executives, New York, 2004.