Marketing Strategy: A Decision-Focused Approach, 8th Edition

About the Author

Orville Walker

Orville C. Walker, Jr.Orville C. Walker, Jr. is Professor Emeritus in the University of Minnesota’s CarlsonSchool of Management, where he served until recently as the James D. Watkins Professorof Marketing and Director of the PhD Program. He holds a Master’s degree in social psychologyfrom the Ohio State University and a PhD in marketing from the University ofWisconsin–Madison.Orville is the co-author of three books and has published more than 50 research articlesin scholarly and business journals. He has won several awards for his research, includingthe O’Dell award from the Journal of Marketing Research, the Maynard award from theJournal of Marketing, and a lifetime achievement award from the Sales Management InterestGroup of the American Marketing Association.Orville has been a consultant to a number of business firms and not-for-profit organisations,and he has taught in executive development programs around the world, includingprograms in Poland, Switzerland, Scotland and Hong Kong. Perhaps his biggest businesschallenge, however, is attempting to turn a profit as the owner-manager of a small vineyardin western Wisconsin.

John Mullins

John W. MullinsJohn Mullins is Associate Professor of Management Practice at London Business School,where he heads the entrepreneurship group. He earned his MBA at the Stanford GraduateSchool of Business and, considerably later in life, his PhD in marketing from the Universityof Minnesota. An award-winning teacher, John brings to his teaching and research 20years of executive experience in high-growth firms, including two ventures he founded, oneof which he took public.Since becoming a business school professor in 1992, John has published more than 30articles in a variety of outlets, including Harvard Business Review, the Journal of ProductInnovation Management, and the Journal of Business Venturing. His research has wonnational and international awards from the Marketing Science Institute, the AmericanMarketing Association, and the Richard D. Irwin Foundation.He is also co-author of Marketing Management: A Strategic Decision-Making Approach,5th edition. His recent trade book, The New Business Road Test: What Entrepreneurs andExecutives Should Do Before Writing a Business Plan, is the definitive work on the assessmentand shaping of market opportunities.