Michael J. Etzel received his Ph.D. in marketing from the University of Colorado in 1970. Since 1980, he has been a Professor of Marketing at the University of Notre Dame. He also has been on the faculties at Utah State University and the University of Kentucky. He has held visiting faculty positions at the University of South Carolina and the University of Hawaii. In 1990, he was a Fulbright Fellow at the University of Innsbruck,Austria, and in 1994 he directed and taught in the University of Notre Dame overseas program in Fremantle, Australia.

Professor Etzel has taught marketing courses from the introductory through the doctoral level. He is also a frequent presenter in executive training programs.

His research, primarily in marketing management and buyer behavior, has appeared in the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and other publications. He is the coauthor of another college-level text, Retailing Today.

He has been active in many aspects of the American Marketing Association at the local and national levels, most notably serving as Chairman of the Board in 1996-1997.

Bruce J. Walker is Professor of Marketing and Dean of the College of Business and Public Administration at the University of Missouri-Columbia. Professor Walker received his undergraduate degree in economics from Seattle University and his master's and Ph.D. degrees in business from the University of Colorado. Professor Walker was a member of the marketing faculties at the University of Kentucky and then at Arizona State University. He moved to University of Missouri in 1990.

Dr. Walker has taught a variety of courses, including principles of marketing. His research, focusing primarily on franchising, marketing channels, and survey-research methods, has been published in the Journal of Marketing, California Management Review, Journal of Marketing Research, and other periodicals. He has also coedited or coauthored conference proceedings and books, including Retailing Today.

Dr. Walker has been involved with both the American Marketing Association and the Western Marketing Educator's Association. He served as vice president of AMA's Education Division and president of WMEA. Currently, he is a trustee for the International Franchise Association's Education Foundation.

William J. Stanton is Professor Emeritus of Marketing at the University of Colorado-Boulder. He received his Ph.D. in marketing from Northwestern University, where he was elected to Beta Gamma Sigma.He has worked in business and has taught in several management development programs for marketing executives. He has served as a consultant for various business organizations and has engaged in research projects for the federal government. Professor Stanton also has lectured at universities in Europe, Asia, Mexico, and New Zealand.

A coauthor of the leading text in sale management, Professor Stanton has also published several journal articles and monographs. Marketing has been translated into Spanish, and separate editions have been adapted (with coauthors) for Canada, Italy, Australia, and South Africa.

In a survey of marketing educators, Professor Stanton was voted one of the leaders in marketing thought. And he is listed in Who's Who in America and Who's Who in the World.