Department of Marketing

Mendoza College of Business

Notre Dame

William L. Wilkie
Aloysius and Eleanor Nathe Professor of Marketing

William L. Wilkie
E‑Mail: William L. Wilkie (William.L.Wilkie.1@nd.edu)
Office: Room 393A
Telephone: (574) 631‑5770
Specialties:
  • Marketing and Society
  • Consumer Behavior
  • Public Policy Issues
  • Advertising

Professor Wilkie is a Notre Dame Marketing alumnus who has been honored by the American Marketing Association with its highest recognition, the Distinguished Marketing Educator Award, and, in addition, has recently been recognized with the  “Lifetime Achievement Award” from the American Marketing Association’s Special Interest Group on Marketing and Society.  He has written numerous journal articles, monographs, and books, including a textbook, Consumer Behavior, that has been used in classrooms throughout the world.  Dr. Wilkie has  been named in several studies as a “Thought Leader” in academic Marketing, and is author of an article named as a “Citation Classic in the Social Sciences” by the Institute for Scientific Information.

Professor Wilkie has also served as President of the Association for Consumer Research (an international professional group with more than 1,600 members in 30 nations), as an Academic Advisory Board member for the Marketing Science Institute, a member of the Advisory Board for the Applied Economics Research Bulletin, and as a member of the Editorial Boards of the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Public Policy & Marketing, Journal of Macromarketing, and Journal of Historical Research in Marketing.  His undergraduate degree is from the University of Notre Dame, and his MBA and PhD degrees are from Stanford University, where he was also a Fellow in the Stanford-Sloan Executive Program.  Prior to rejoining Notre Dame, he served as a faculty member at Purdue, Florida, and Harvard universities, as an in-house consultant at the Federal Trade Commission in Washington, and as the research professor at the Marketing Science Institute, Cambridge.

Dr. Wilkie has also served as an expert witness in a number of legal cases specializing on consumer marketing and advertising issues, and been listed in Who's Who in America. He teaches challenging courses to advanced undergraduates and MBA students. At Notre Dame he has received the Special President’s Award, and has been voted the BP Outstanding Teacher Award for the Mendoza College of Business by the graduating senior class.

Published:

Dr. Wilkie is one of the ten "most‑cited" authors in the field of Marketing over a recent quarter-century period, 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. His recent books and articles include:

"Countermarketing and Demarketing Against Product Diversion: Forensic Research in the Firearms Industry," Journal of Public Policy & Marketing
Vol. 29 (1) Spring 2010, 103–122 (with K. Bradford and G. Gundlach).
"Stakeholder Marketing: Why “Stakeholder” Was Omitted from the American Marketing Association’s Official 2007 Definition of Marketing and Why the Future Is Bright for Stakeholder Marketing," Journal of Public Policy & Marketing, Vol. 29 (1) Spring 2010, 89–92 (with G. Gundlach).
The American Marketing Association’s New Definition of Marketing: Perspective and Commentary on the 2007 Revision,” Journal of Public Policy & Marketing, Vol. 28 (2) Fall 2009, 259–264 (with G. Gundlach).
William L. Wilkie and Elizabeth S. Moore, “Advertising’s Performance in a Market System,” Chapter 6.6 in G.Tellis and T. Ambler (eds.), The SAGE Handbook of Advertising. Thousand Oaks, CA: SAGE Publishing, 2007, pp. 461-475.
Explorations of Marketing in Society. Thomson Publishing, 955 pp. (eds. with Gregory Gundlach and Lauren Block), 2007.
"What Does the Definition of Marketing Tell Us About Ourselves?" Journal of Public Policy & Marketing, 26:2, Fall 2007, pp. 269 - 276 (with E. Moore).
"Continuing Challenges to Scholarly Research in Marketing," Journal of Public Policy & Marketing, 26:1, Spring 2007, pp. 131-134
Macromarketing as a Pillar of Marketing Thought,” Journal of Macromarketing, Silver Anniversary Issue, December 2006 (with E. Moore).
Invited Essay, “Needed: A Larger View of Marketing and Scholarship,” Journal of Marketing, October 2005.
Countermarketing in the Courts: The Case of Marketing Channels and Firearms Diversion,” Journal of Public Policy Marketing, Fall 2005 (with K. Bradford and G. Gundlach).
“The World of Marketing Thought: Where Are We Heading?” in J. Sheth and R. Sisodia (eds.), Does Marketing Need Reform? Armonk, N.Y.: M.E. Sharpe, Inc., 2006, pp. 239-247.
“Examining Marketing Scholarship and the New Dominant Logic,” in R. Lusch and S. Vargo, Toward a Service-Dominant Logic of Marketing: Dialog, Debate, and Direction. Armonk, N.Y.: M. E. Sharpe Inc., 2006 (with E. Moore) [forthcoming].
Special Editor’s Introduction: Dimensions of Marketing's Relationships With Society,” Journal of Public Policy & Marketing, 24:1, Spring 2005, pp. 1-2
The Sages Speak...” Journal of Public Policy & Marketing, 24:1, Spring 2005, 112-113.
Marketing Scholars' Roles in Policy Arenas: An Opportunity for Discourse on Direct-to-Consumer Advertising,” Journal of Public Policy & Marketing, Spring 2005, pp. 3-6. (with P. Farris)
“We Are Who We Were: Intergenerational Influences in Consumer Behavior,” in D. Mick and S. Ratneshwar(eds.), Inside Consumption: Frontiers of Research on Consumer Motives, Goals and Desires. London: Routledge Publishers, 2005, pp. 208-232. (with E. Moore).
Scholarly Research in Marketing: Exploring the “4 Eras” of Thought Development,” Journal of Public Policy & Marketing, Fall 2003 (with E. Moore).
"Marketing Research and Public Policy: The Case of Slotting Fees," Journal of Public Policy & Marketing, 21:2, Fall 2002, pp. 275-288 (with G. Gundlach and D. Desrochers).
On Books and Scholarship: Reflections of a Marketing Academic,” Journal of Marketing, July, 2002.
Passing the Torch: Intergenerational Influences as a Source of Brand Equity,” Journal of Marketing, April 2002, (with E. Moore and R. Lutz).
“Marketing's Relationship to Society,” Chapter 1 in the Handbook of Marketing. SAGE, 2002, (with E. Moore).
Marketing's Contributions to Society,” Journal of Marketing, 1999 Special Millennium Issue, 198-219 (with E. Moore).
Does Bait and Switch Really Benefit Consumers?Marketing Science, Fall 1998, 273-282 (with C. Mela and G. Gundlach).
Does Bait and Switch Really Benefit Consumers: Advancing the DiscussionMarketing Science, Fall 1998, 290-293 (with C. Mela and G. Gundlach).
Developing Research on Marketing and Public Policy,” Journal of Public Policy & Marketing, Spring 1997.
“Information Dissemination” in the Encyclopedia of the Consumer Movement, ABC-Clio Press, 1997.
Consumer Behavior, 3rd Edition, John Wiley & Sons, 1994, 705 p.
Marketing and Advertising Regulation: The Federal Trade Commission in the 1990s. Notre Dame Press, 1990,(with Patrick Murphy) 469 p.
Education:
Ph.D., Stanford University
M.B.A., Stanford University
Stanford - Sloan Executive Program, Stanford University
B.B.A., University of Notre Dame
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