Image: Bruce Walker

Bruce J. Walker

Dean Emeritus

Bruce Walker served as dean of MU’s business school for 20 years, making the transition from dean to faculty member on September 1, 2010. He was the recipient of the 2008 Pacheco Academic Leadership Award, which is presented to one administrator across the four UM campuses each year.

Dr. Walker’s research – focused primarily on franchising, marketing channels and survey research methods -- has appeared in numerous journals, including Journal of Marketing, Journal of Marketing Research, Journal of Retailing, and California Management Review.  He is co-author of Marketing, a college-level introductory textbook that is used in business schools around the world.

Dr. Walker is a member of the board of directors of Boone County National Bank and Walsworth Publishing Company. He has also served as board vice president for the Missouri Innovation Center and the task force that established Centennial Investors, an early-stage venture-capital program in mid-Missouri. In July 2010, he was appointed to the steering committee for the State of Missouri’s Strategic Initiative for Economic Growth.

Dr. Walker has been actively involved with the United Way, both at MU and 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.


B.A., Seattle University; M.B.A., University of Colorado; Ph.D., University of Colorado


"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.

Marketing, with M. Etzel and W. Stanton, New York, NY: McGraw-Hill/Irwin, 14th edition, 2007. (13th edition, 2004; 12th edition - 2001; 11th edition - 1997; 10th edition - 1994; 9th edition - 1991; various translations and foreign adaptations of 9th through 14th editions)

"Retail Franchising in the 1990's," Retailing Issues Letter, January, 1-4, 1991.

"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.

"Service Quality: A Unique Challenge for Electric Utilities," with R. Boscamp, Electric Perspectives, Fall, 9-18, 1988.