Business professor honored with lifetime achievement award

by Carol Elliott

William Wilkie

William L. Wilkie, the Aloysius and Eleanor Nathe Professor of Marketing at the University of Notre Dame’s Mendoza College of Business, recently received the Lifetime Achievement Award from the Marketing and Society Special Interest Group of the American Marketing Association (AMA). The award recognizes outstanding contributions in the field of marketing and society, public policy and marketing ethics.

Wilkie will receive the award in August during the 2009 AMA Summer Educator’s Conference in Chicago.

The leading professional association for marketing scholars and practitioners in North America, the Marketing and Society Special Interest Group represents marketing scholars interested in the impact of marketing on society, and supports a number of initiatives to further scholarly research and teaching in this area.

Wilkie earned a bachelor’s degree from Notre Dame and master of businsess administration and doctoral degrees from Stanford University.

A member of the Notre Dame faculty since 1987, Wilkie is among the most cited authors in the field of marketing and has been named as one of 28 “thought leaders” in marketing – authors whose work has shifted thinking in the field. One of his articles has achieved the status of “Social Science Citation Classic” by the Institute for Scientific Information. Wilkie’s widely used textbook “Consumer Behavior” is considered a classic marketing text.

In 1972, Wilkie was the first marketing professor to be named as in-house consultant to the Federal Trade Commission in the Bureau of Consumer Protection, where he instituted a revolving consultant position in which 30 professors later joined bringing their research to bear on consumer issues. He is recognized as one of the most influential marketing academics in the public policy domain, authoring numerous articles on FTC policy, corrective advertising, bait-and-switch tactics and direct-to-consumer advertising.

In 2001, Wilkie received the prestigious McGraw Hill/Irwin Distinguished Educator Award from the AMA, the highest honor a marketing educator can receive. He twice won the Kinnear Outstanding Article Award for best article in the Journal of Public Policy & Marketing, for which he has served as guest editor. Wilkie also has served as president of the Association for Consumer Research, an international professional group with more than 1,600 members in 30 nations.