Mendoza Directory

Faculty & Research

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William L. Wilkie

Professor
Aloysius and Eleanor Nathe Professor of Marketing

BIO

Professor Wilkie is a Notre Dame Marketing alumnus who was recently honored by the American Marketing Association with its highest recognition, the Distinguished Marketing Educator Award. Dr. 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), and as a member of the Editorial Boards of the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Journal of Public Policy & Marketing. 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 a 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. In 2004 he was voted the BP Outstanding Teacher Award for the Mendoza College of Business by the graduating senior class.

AREAS OF EXPERTISE

EDUCATION

TEACHING

  • Exploring the Frontiers of Marketing Thought
  • "Exploring the Frontiers of Marketing Thought"
  • Directed Reading

HOMEPAGE

PUBLICATIONS

"William L. Wilkie and Patrick E. Murphy, “Marketing Academics at the FTC: The Inside Story,” Journal of Historical Research in Marketing: Special Issue on Public Policy, 5:1, February 2013, 124-140. ," (with Patrick E Murphy),  , 2013.

"William L. Wilkie and Elizabeth S. Moore, “Expanding Our Understanding of Marketing in Society,” Journal of the Academy of Marketing Science, 40th Anniversary Special Issue, 40:1, pp. 53-73. [Note: This article was invited for this journal's special 40th Anniversary Issue. As a measure of the journal's assessment of its contents, it was placed alongside articles written by two giants in the field, Philip Kotler and Oliver Williamson (Nobel Laureate in Economics]. ," (with Elizabeth S Moore),  , 2012.

"William L. Wilkie and Elizabeth S. Moore, “Advancing the Study of Marketing’s Impacts on Society: JPP&M as a Keystone of the Academic Infrastructure,” Journal of Public Policy & Marketing, 30:1," (with Elizabeth S Moore),  , 2011.

"William L. Wilkie and Elizabeth S. Moore, “Introduction to the History and Evolution of the Journal of Public Policy & Marketing: The Editors Speak…” Journal of Public Policy & Marketing, 30:1 Spring 2011, p. 55.," (with Elizabeth S Moore),  , 2011.

"Countermarketing and Demarketing Against Product Diversion: Forensic Research in the Firearm Industry," (with Gregory T Gundlach, Kevin D Bradford, ),  Journal of Public Policy & Marketing, 29, April (2nd Quarter/Spring), 2010, pp. 103-122 [This paper was a Finalist for the 2012 Kinnear Outstanding Article Award, in recognition of the most significant contribution appearing in the three year period (2008-2010) of the Journal of Public Policy & Marketing].

"Stakeholder Marketing: Why ‘Stakeholder’ was Removed From the AMA’s 2007 Official Definition of Marketing, and Why the Future is Bright for Stakeholder Marketing," (with Gregory Gundlach),  Journal of Public Policy & Marketing, 29, April (2nd Quarter/Spring), 2010, pp. 89-92.

"The American Marketing Association’s New Definition of Marketing: Perspective and Commentary on the 2007 Revision," (with Gregory T. Gundlach, ),  Journal of Public Policy & Marketing, 28, 2009, 259-264.

"Continuing Challenges to Scholarly Research in Marketing,"  Journal of Public Policy & Marketing, 26, 2007, 31-34.

"What Does the Definition of Marketing Tell Us About Ourselves?" (with Elizabeth S Moore),  Journal of Public Policy & Marketing, 26:2, October (4th Quarter/Autumn), 2007, 269-276.

"Macromarketing as a Pillar of Marketing Thought," (with Elizabeth S Moore),  Journal of Macromarketing, Silver Anniversary Issue, 25, December, 2006.

"Countermarketing in the Courts: The Case of Marketing Channels and Firearms Diversion," (with Kevin D. Bradford, Gregory T. Gundlach, ),  Journal of Public Policy & Marketing, Fall, 2005.

"Exploring Marketing's Relationship to Society,"  Journal of Public Policy & Marketing/American Marketing Association, Spring 2005, 2005.

"Needed: A Larger View of Marketing and Scholarship,"  Journal of Marketing, 69, 4 (October 2005), 2005, pp. 8-10.

"Roles for Marketing Academics in the Policy Arena: An Opportunity for Discourse on DTC Advertising," (with Paul W. Farris, ),  Journal of Public Policy & Marketing/American Marketing Association, Spring 2005, 2005.

"Scholarly Research in Marketing: Exploring the 'Four Eras' of Thought Development," (with Elizabeth S Moore, ),  Journal of Public Policy & Marketing, Fall 22 (2), 2003, 116 - 146.

Book Articles and Chapters

Patrick E. Murphy and William L. Wilkie, “Notre Dame and the FTC,” in J. Sherry and P. Murphy (eds.), Marketing and the Common Good. London: Routledge, 2013 , (with Patrick E Murphy, ), (2013).

William L. Wilkie and Elizabeth S. Moore, “A Larger View of Marketing: Marketing’s Contributions to Society,” in J. Sherry and P. Murphy (eds.), Marketing and the Common Good. London: Routledge, 2013., (with Elizabeth S Moore), (2013).

William L. Wilkie, "Interview of Morris B. Holbrook," in W.L. Wilkie (ed.), "Legends in Marketing – Morris B. Holbrook: Inspirational Applications (II) – Scholarship and Creativity,” Vol. 15 in the Legends in Marketing Series. New Delhi: SAGE Publications, 2013. , (2013).

William L. Wilkie, "Introduction: Scholarship and Creativity," in W.L. Wilkie (ed.), "Legends in Marketing – Morris B. Holbrook: Inspirational Applications (II) – Scholarship and Creativity,” Vol. 15 in the Legends in Marketing Series. New Delhi: SAGE Publications, 2013., (2013).

William L. Wilkie, “Broadening the Concept and Application of Marketing: Background and Overview,” in W. L. Wilkie [ed.], “Legends in Marketing: Philip Kotler and Broadening the Concept and Applications of Marketing,” New Delhi: SAGE Publications, 2012, xxiii-xxxi. , (2012).

Macromarketing as a Pillar of Marketing Thought, (with Elizabeth S Moore), in S. Shapiro, M. Tadajewski, and C. Schultz (eds.), Macromarketing. Thousand Oaks, CA: SAGE Publishing [article selected for inclusion in this Handbook] (2009).

Marketing's Relationships to Society, (with Elizabeth S Moore), Chapter One in B. Weitz and R. Wensley (eds.), The Handbook of Marketing. London: Sage Publishing [new International Edition] (2009).

Advertising’s Performance in a Market System, (with Elizabeth S Moore), G.Tellis and T. Ambler (eds.), The SAGE Handbook of Advertising. Thousand Oaks, CA: SAGE Publishing (2007).

Examining Marketing Scholarship and the New Dominant Logic, (with Elizabeth S Moore), 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).

Marketing's Relationships to Society, (with Elizabeth S Moore), Chapter One in B. Weitz and R. Wensley (eds.), The Handbook of Marketing. London: Sage Publishing (2006).

The World of Marketing Thought: Where Are We Heading?J. Sheth and R. Sisodia, Does Marketing Need Reform? Armonk, N.Y.: M. E. Sharpe (2006).

Books

William L. Wilkie (ed.), "Legends in Marketing – Morris B. Holbrook: Inspirational Applications (II) – Scholarship and Creativity,” Vol. 15 in the Legends in Marketing Series. New Delhi: SAGE Publications, 2013. , (2013).

William L. Wilkie [ed.], “Legends in Marketing: Philip Kotler and Broadening the Concept and Applications of Marketing,” Vol. 8 in the Legends in Marketing Series. New Delhi: SAGE Publications, 2012, 343 p. , (2012).

Contributions, Controversies, and Continuing Challenges in the Worlds of Consumer Protection and Competition, (with Elizabeth S Moore, Janis K. Pappalardo, ), Co-Editor, Chicago: American Marketing Association, (2009).

Explorations of Marketing in Society, (with Gregory T. Gundlach, Lauren G. Block, ), (eds.),Thomson/Southwestern (2007).

PRESENTATIONS

William L Wilkie, Doctoral Consortium on Marketing and Public Policy Research, Washington, DC, "Chair, "The Subfields of Marketing in Society Research" Session," (May 2009).

William L Wilkie, Winter Educator’s Conference of the American Marketing Association , Tampa, FL, "Invited Panelist: "Violence and Marketing: Positive Intentions/Negative Externalities"," (February 2009).

William L Wilkie, Winter Educator’s Conference of the American Marketing Association, Tampa, FL, "“A Broadened View of Marketing and Scholarship: Why the AMA Definition Needed to Be Revised,” ," (February 2009).

William L Wilkie, Annual Marketing and Public Policy Conference, American Marketing Association, Philadelphia, PA, "Research Issues in Children's Obesity: Discussant," (May 2008).

William L Wilkie, University of Florida, Gainesville, FL, "A Landmark Institutional Initiative in Advancing Scholarship: The "Florida Experiment"," (January 2008).

William L Wilkie, Doctoral Special Interest Group, American Marketing Association, Washington, D.C., "Academic Career Planning in Marketing," (August 2007).

William L Wilkie, Summer Educator’s Conference of the American Marketing Association, Washington, D.C., "Six Limitations in the AMA’s Current Definition of Marketing ," (August 2007).

William L Wilkie, Summer Educator’s Conference of the American Marketing Association, Washington, D.C., "The Practice of Forensic Research in Marketing," (August 2007).

William L Wilkie, Summer Educator’s Conference of the American Marketing Association, Washington, D.C., "The Science of Forensic Research in Marketing," (August 2007).

William L Wilkie, Annual Marketing and Public Policy Conference of the American Marketing Association, Washington, D.C., "Economic Analysis and Policy," (June 2007).

William L Wilkie, Kevin D Bradford, Gregory T Gundlach, Annual Symposium of the Macromarketing Society, Washington, D.C., "The Marketing System for Firearms and Issues of Channel Diversion," (June 2007).