XWe have detected your location as outside the U.S/Canada, if you think this is wrong, you can choose your location.

Macmillan Higher Education Palgrave Higher Education

Shrihari Sridhar

Associate Professor of Marketing, Center for Executive Development Professor, Mays Business School, Texas A&M University

Shrihari Sridhar is Center for Executive Development Professor, and Associate Professor of Marketing at the Mays Business School at Texas A&M University. He is also the Associate Research Director of the Institute for Study of Business Markets (ISBM) at Pennsylvania State University. He earned his bachelor’s degree in mechanical engineering from R.V. College of Engineering in Bangalore, India, and his masters and doctoral degrees from the University of Missouri. Prior to joining Texas A&M University, Hari was a marketing professor at Pennsylvania State University and Michigan State University.

Hari’s expertise is in understanding how firms can improve the effectiveness of their marketing spending decisions – a core responsibility of marketing managers. His research spans three main areas: assessing marketing mix spending effectiveness in two-sided media markets; investigating how marketing mix effectiveness varies across firms, products, and industries; and examining the properties of optimal marketing budgeting and allocation policies. He has published more than 25 articles in top-tier national and international peer-reviewed journals and practitioner publications, including Harvard Business Review, Marketing Science, Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Retailing, and Marketing Letters; his work has been cited by researchers in more 30 countries. It also has received national media recognition from outlets such as National Public Radio (NPR), Reuters Inc., FOX News, and Booz & Co.

Hari serves as an area editor for Journal of the Academy of Marketing Science and sits on the editorial review boards for Journal of Marketing, Journal of Marketing Research, Journal of Retailing, and Customer Needs and Solutions. His research won a best paper award for Journal of Interactive Marketing and was among the finalists for the best paper award for Journal of Retailing. He also was awarded the Marketing Science Institute Young Scholar award and the Varadarajan Award for Early Career Contributions to Marketing Strategy Research.

Hari has served as an analytics coach, consultant, and research advisor to numerous firms, with a focus on business-to-business and media companies. He is also an award-wining teacher, earning multiple teaching awards at the undergraduate and MBA levels at Pennsylvania State University.

By this Author