Bruce J. Walker
Lansford Professor of Leadership and Dean of the College of Business
Dean's Office
College of Business
Office:
407E Cornell Hall
University of Missouri
Columbia, MO 65211
Office Hours:
By Appointment Only
Phone: (573) 882-6688
E-Mail: walker@missouri.edu
Vita
Bruce Walker has been dean and professor of marketing at the College of Business at the University of Missouri-Columbia (MU) since 1990. He was awarded the Lansford Distinguished Professorship of Leadership in 1998.
More than 80 percent of the college’s faculty members have been hired during Dr. Walker’s time as dean. He has worked with faculty, staff, and alumni to develop high quality in educational and scholarly activities and to secure private donations, including the college-naming gift. These funds have been used for student scholarships, named faculty positions, academic and professional-development programs, and the college’s new building, Cornell Hall. National rankings of the college’s degree programs have improved markedly over the past 10 years. In 2008, Dr. Walker received the Pacheco Academic Leadership Award from the University of Missouri System.
Dean Walker earned his doctorate in business, emphasizing marketing, from the University of Colorado. Prior to joining MU, he was on the faculty at Arizona State University for 16 years. Focusing on franchising, marketing channels, and survey methods, Dr. Walker’s research has been published in various academic and trade journals. He is the co-author of Marketing, a textbook used in many collegiate business schools around the world.
Dr. Walker is a member of the boards of directors of Boone County National Bank and the Missouri Innovation Center-Columbia. He has been involved with several technology-based start-ups in various roles, including investor, board member, and consultant. Dr. Walker served on aChamber of Commercetask force that established Centennial Investors, an early-stage venture-capital program in mid-Missouri.
Dr. Walker has been actively involved with the United Way in Columbia. He and his wife Pam co-chaired the community-wide fund-raising effort in 1999, and he later served as United Way board president.
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Educational BackgroundB.A., Seattle University
M.B.A., University of Colorado
Ph.D., University of Colorado.
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Publications
Refereed Journal Articles
"Mail Survey Facilitation Techniques: An Assessment and Proposal Regarding Reporting Practices," with J. Conant and D. Smart, Journal of the Market Research Society, 32, 569-580, 1990.
"Retail Trade Associations: Enhancing Members' Power in Relationships with Suppliers," with N. Shooshtari and D. Jackson, Jr., Journal of Retailing, Summer, 199-214, 1988.
"The Channels Manager: Now, Soon or Never?" with J. Keith and D. Jackson, Jr., Journal of the Academy of Marketing Science, Summer, 82-96, 1985.
"The Job Hunting Seminar Series: Applied Marketing for Graduating Seniors," Journal of Marketing Education, Fall, 59-63, 1981.
"Advertising Trends and the Small Retailer," with C. Patti, American Journal of Small Business, Spring, 58-68, 1980.
"A Program for Assessing Minority Business Needs and Assistance," Journal of Small Business Management, October, 56-60, 1978.
"Advance Correspondence and Error in Mail Surveys," with R. Burdick, Journal of Marketing Research, August, 379-382, 1977.
"Advertising Strategy for Foreign Products," with M. Etzel, Journal of Advertising Research, June, 41-44, 1974.
"Effects of Alternative Follow-up Procedures on Mail Survey Response Rates," with M. Etzel, Journal of Applied Psychology, April, 219-221, 1974.
"Two Approaches to Job-Hunting Workshops," Journal of College Placement, December-January, 66 68-71, 1973-1974.
"The Internationalization of U.S. Franchise Systems: Progress and Procedures," with M. Etzel, Journal of Marketing, April, 38-49, 1973.
"Franchisee Satisfaction - Part 2," Franchise Journal, October, 8-11 30, 1972.
"Franchisees: How Do They Feel?" Franchise Journal, July, 14-18, 1972.
Books
Marketing, with M. Etzel and W. Stanton, New York, NY: McGraw-Hill/Irwin, 13th edition, 2004. (12th edition - 2001; 11th edition - 1997; 10th edition - 1994; 9th edition - 1991; various co-authored foreign adaptations of 9th through 12th editions)
Other Publications
"Addressing Services Marketing Challenges through Franchising," with J. Cross, in Handbook of Services Marketing and Management, T. Swartz and D. Iacobucci (editors) Thousand Oaks, CA: Sage Publications, Inc., 473-483, 2000.
"Retail Franchising in the 1990's," Retailing Issues Letter, January, 1-4, 1991.
"Sabbatical Leaves - Worthwhile or Worthless," Business (ASU College of Business), 51, Fall 1988/Winter 1989.
"Service Quality: A Unique Challenge for Electric Utilities," with R. Boscamp, Electric Perspectives, Fall, 9-18, 1988.
"The Call of International Markets," Franchising World, September-October, 40-41, 1988.
"A Method to Improve Response to Industrial Mail Surveys," with W. Kirchmann and J. Conant, Industrial Marketing Management, 16, 305-314, 1987.
"Service Marketing and Franchising: A Practical Business Marriage," with J. Cross , Business Horizons, November-December, 50-58, 1987.
"Professional Marketing Education Aids Professors and Practitioners," Marketing News, July (18), 16, 1986.
"The Channels Manager: Marketing's Newest Aide?" with D. Jackson, California Management Review, Winter, 52-58, 1980.
"Marketing Challenges for Solar Products," Business, March-April, 27-32, 1979.
"University Marketing Can Begin with Departments of Marketing," with S. Brown, Akron Business and Economic Review, Fall, 20-23, 1978.
"A Decision Sequence for Retail Pricing," Retail Control, June-July, 2-20, 1978.
"Changes in Phoenix Consumer Prices? 1977," Arizona Business, February, 3-9, 1978.
"Outlook for Solar Energy Products in Arizona," with P. Decker and J. Cesta, Arizona Business, November, 3-9, 1977.
"Minority Business Needs and Assistance in Arizona," with A. Smith, Arizona Business, March, 25-31, 1977.
"Consumer Prices in Metropolitan Phoenix? 1976 in Review," Arizona Business, February, 1-7, 1977.
"Arizona Retailers on Fair Trade Repeal," Arizona Business, February, 20-28, 1976.
"Communicating Business Research Results: Bridging the Gap," with M. Etzel, Arizona Business, March, 26-32, 1975.
"A Modified Nominal-Group Process for Public-Sector Problem Solving," with M. Etzel, J. Ivancevich and H. Lyon, Public Personnel Management, September-October, 439-446, 1974.
"A Survey of Multinational Franchising," with M. Etzel and T. Maronick, Fast Food, March, 79-80, 1973.
"Equity in Pay: Prerequisite for Worker Motivation," Colorado Business Review, September, 2-4 8, 1968.