• Ph.D., Texas A&M University, 2003
  • M.B.A., Texas A&M University, 1985
  • B.S., Texas A&M University, 1981


  • Marketing Strategy
  • Consumer Behavior
  • Services Marketing
  • Branding


Eileen Wall Mullen, Ph.D., is Professor of Marketing in the Greehey School of Business. She holds a doctorate from Texas A&M University in College Station. Prior to earning her doctorate, Mullen worked in marketing at Hallmark Cards Inc., where she held a variety of positions of increasing responsibility, with her most recent position managing the company’s national training program for Gold Crown Card Shops. During her thirteen years at Hallmark, she earned the company’s prestigious R.B. Hall Award for field marketing excellence.

While earning her doctorate, Mullen taught courses in Consumer Behavior and Services Marketing at Mays Business School at Texas A&M University, earning an award for outstanding teaching by a doctoral student. She has been at St. Mary’s since 2003, teaching a variety of marketing courses, and has earned a number of awards, including the 2013 Outstanding Faculty Member, the 2008 Distinguished Faculty Member and the 2005 Commemorative Award for Faculty Research.

Mullen’s research interests are in Customer Experience Management, Branding, and Services Marketing, with publications in the Academy of Management Perspectives, The Journal of Brand Management, The Entrepreneurial Executive, The Journal of Hospitality Management, and The Journal of Management and Marketing Research.


A Novel Approach to Business Case Study Analysis: The Creative Thinking Toolbox, Mullen, E. W., Envick, B., (2021), Journal of the Academy of Business Education, 21, 48-68.

Put on Your Thinking Hats: An Experiential Exercise to Find Solutions to the Most Common Unethical Behaviors in the Workplace through Design Thinking, Envick, B., Mullen, E. W., (2021), Journal of the Academy of Business Education, 21, 103-123.

Ethical Issues and Selling: Perceptions of Men and Women. Mullen, E. W., Cory, S., Martinez, G. (2016), International Journal of Sales, Retailing and Marketing, 5(2), 74-87.

Get a Clue: How Entrepreneurs Can Manage the Service Experience. Mullen, E. W., Envick, B. (2015), Entrepreneurial Executive, 20, 1-8.

University Branding: Understanding Students’ Choice of an Educational Institution. Joseph, M., Mullen, E. W., Spake, D. (2012), Journal of Brand Management, 20, 1, 1-12.

“Hispanic College Students’ Perceptions of Members of Business Occupations: An Exploratory Study, Cory, S. N., Mullen, E. W., Reeves, T. E. (2010), Journal of Education for Business, 85: 125-131.

Measuring the Emotional Quality of Products: How Entrepreneurial Firms Can Efficiently and Effectively Improve New Product Development Practices, Envick, B., Mullen, E. W., (2009), Journal of Management and Marketing Research, 2, 1-10.,

Business Plan Development for Service Ventures: Integrating Customer Service Experience Management. Mullen, E. W., Envick, B., (2008), Entrepreneurial Executive, 13, 117-125.

The Combined Effects of the Physical Environment and Employee Behavior on Customer Perception of Restaurant Service Quality, Wall, E. A., Berry, L. L., (2007), Cornell Hotel and Restaurant Administration Quarterly, 48, 1, 59-69.

Service Clues and Customer Assessment of the Service Experience: Lessons from Marketing, Berry, L. L., Wall, E. A., Carbone, L. P., (2006), The Academy of Management Perspectives, 20, 2, 43-57.


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