Srinath Gopalakrishna

Srinath Gopalakrishna is Professor of Marketing and David and Judy O'Neal MBA Professor at University of Missouri's Trulaske College of Business, where he also serves as Faculty Director for the execMBA program. Research quantifies marketing effectiveness in B2B contexts.

Education credentials:

• Ph.D. from Purdue University
• MBA from Indian Institute of Management
• B.Tech from Indian Institute of Technology

Research examines:

• Economic returns from marketing communications
• Sales force motivation and incentive structures
• Trade show performance measurement
• Relationship marketing effectiveness

Publications in Journal of Marketing, Marketing Science, and other top journals establish frameworks for measuring trade show ROI and sales contest effectiveness. Serves on editorial boards of Journal of Marketing, Journal of Business-to-Business Marketing, and Journal of Personal Selling and Sales Management.