Srinath Gopalakrishna

Associate Professor of Marketing

University of Missouri-Columbia

Biography

Srinath Gopalakrishna is an associate professor of marketing in the Trulaske College of Business at the University of Missouri-Columbia.  Previously, he was a member of the marketing faculty at Penn State. He received his Ph.D from Purdue University, his MBA from IIM Ahmedabad, and his undergraduate degree in engineering from IIT Kanpur. Before commencing his doctoral education in the United States, he worked for several years as a sales manager.

Professor Gopalakrishna’s research focuses on the application of quantitative modeling techniques to marketing problems especially in the area of business-to-business marketing and sales management. His research has examined the effectiveness and appropriate deployment of b-to-b marketing communications such as advertising, direct mail, and trade shows in conjunction with personal selling. He is also interested in measuring the economic returns from marketing expenditures and studying the effectiveness of sales incentive programs. His work has appeared in Marketing Science, Journal of Marketing Research, Journal of Marketing, and other journals. He is a member of the editorial review board of the Journal of Business-to-Business Marketing. He teaches undergraduate and graduate level courses in business-to-business marketing and sales management. He is a recipient of the distinguished research fellowship award and the O’Brien Award for teaching excellence in the College of Business.