Robert J. Trulaske Sr., College of Business, University of Missouri

People Directory

Bruce J. Walker

Dean Emeritus
(573) 882-1217

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-Columbia 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.



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)

"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.

Journal Articles

"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.

"The Call of International Markets," Franchising World, September-October, 40-41, 1988.

"Retail Trade Associations: Enhancing Members' Power in Relationships with Suppliers," with N. Shooshtari and D. Jackson, Jr., Journal of Retailing, Summer, 199-214, 1988.

"A Method to Improve Response to Industrial Mail Surveys," with W. Kirchmann and J. Conant, Industrial Marketing Management, 16, 305-314, 1987.

"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.

"The Channels Manager: Marketing's Newest Aide?" with D. Jackson, California Management Review, Winter, 52-58, 1980.

"A Decision Sequence for Retail Pricing," Retail Control, June-July, 2-20, 1978.

"A Program for Assessing Minority Business Needs and Assistance," Journal of Small Business Management, October, 56-60, 1978.

"University Marketing Can Begin with Departments of Marketing," with S. Brown, Akron Business and Economic Review, Fall, 20-23, 1978.

"Advance Correspondence and Error in Mail Surveys," with R. Burdick, Journal of Marketing Research, August, 379-382, 1977.

"Minority Business Needs and Assistance in Arizona," with A. Smith, Arizona Business, March, 25-31, 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.

"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.

"The Internationalization of U.S. Franchise Systems: Progress and Procedures," with M. Etzel, Journal of Marketing, April, 38-49, 1973.

"A Survey of Multinational Franchising," with M. Etzel and T. Maronick, Fast Food, March, 79-80, 1973.

"Franchisee Satisfaction - Part 2," Franchise Journal, October, 8-11 30, 1972.

"Franchisees: How Do They Feel?" Franchise Journal, July, 14-18, 1972.

"Equity in Pay: Prerequisite for Worker Motivation," Colorado Business Review, September, 2-4 8, 1968.


"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.

"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.

"Marketing Challenges for Solar Products," Business, March-April, 27-32, 1979.

"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.

"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.