Marketing & Sales

Meet the authors

Walter L. Baker

Walter Baker joined McKinsey in 1998 and is based in the Atlanta Office. Walter has worked with numerous clients across a broad range of industries in the areas of pricing, sales, marketing, and strategy. He regularly leads clients and consulting teams worldwide as an expert on pricing strategy, tactics, and capability building. Walter is a graduate of Harvard University and MIT. At Harvard, he earned a doctorate in engineering sciences in 1997 and a master's in applied mathematics in 1995. At MIT, he earned both a master's and bachelor's in mechanical engineering in 1987 and 1985, respectively. Walter has published articles on pricing in CMO Magazine, the McKinsey Quarterly, and the Harvard Business Review, and regularly presents at industry conferences.

Michael V. Marn

Mike Marn joined McKinsey in 1977 and is based in the Cleveland Office. Mike has developed many of the most universally used analytic approaches for identifying and capturing opportunities in pricing. He is a 1974 graduate of Hiram College with a degree in mathematics, and he received a master's degree in operations research from Case Western Reserve University, which in 1976. He has written a variety of articles on pricing, for such publications as The Wall Street Journal, The New York Times,Boardroom Reports, Sales and Marketing Management, the Harvard Business Review, and the McKinsey Quarterly. Mike was named to Consulting Magazine's 2005 list of the world's top 25 most influential consultants.

Craig C. Zawada

Craig Zawada joined McKinsey in 1997, is based in the Calgary Office, and lives in Kimberley, British Columbia. His experience spans a wide range of B2B and consumer products. Craig has developed innovative new pricing concepts and ideas in the areas of market strategy, post-merger pricing, internet pricing, pricing in distribution, price implementation, and pricing infrastructure. He earned his bachelor's degree in business administration in 1992 and his MBA in 1993, both from the Schulich School of Business, York University, in Ontario, Canada. Craig is widely published on pricing strategy, with articles appearing in the Harvard Business Review, Mergers and Acquisitions, and theMcKinsey Quarterly. He has also been interviewed and quoted in Fortune magazine,Canadian Business, and Business 2.0. He has spoken on pricing strategy at industry conferences in North America, Europe, and South America.