William Wilkie Pushes Marketers to Build A Better World

Marketing Legends

In this video, Dr. Robin Coulter, Professor of Marketing and Department Head at The University of Connecticut School of Busines, interviews Dr. William Wilkie, Professor of Marketing at the University of Notre Dame to discuss his take on how marketers can make the world a better place. 

For his entire career, Bill Wilkie has focused on using marketing as a tool for better society. Whether it was engaging public policy makers at the FTC or influencing firms through other market forces, Wilkie has been committed to viewing marketing as a broad and positive force for change.

William L. Wilkie | A Brief Biography

Professor Wilkie is currently the Aloysius and Eleanor Nathe Professor of Marketing Strategy at the University of Notre Dame in South Bend, Indiana.

Wilkie began his academic career as an undergraduate student at Notre Dame and eventually received his PhD from Stanford University where he worked with leading scholar George Day. Wilkie was an early leader in the consumer research community and has become widely recognized within the discipline for his contributions in the study of marketing’s impacts on society.

After leaving Stanford, Wilkie began teaching at Purdue University. He later served on the faculty at the University of Florida and the Harvard Business School. While at University of Florida, his undergraduate alma mater asked him to serve as chair of the AMA-Sheth Foundation Doctoral Consortium and eventually recruited him to rejoin the Notre Dame community. Interestingly enough, 30 years later, Bill once again co-chaired the consortium event at Notre Dame.

Bill’s research interest have resulted in a number consulting roles, most prominently, he was the first in-house consultant on behavioral science at the Federal Trade Commission in Washington, D.C.

Over the course of his career, Wilkie has authored over 100 journal articles, book chapters, monographs, and books, including a textbook, Consumer Behavior, which has been used in classrooms throughout the world.

He has been named the AMA McGraw-Hill/Irwin Distinguished Marketing Educator as well as the AMA’s “Lifetime Achievement Award” for research on Marketing’s Impacts on Society.

In 2012 the AMA Foundation honored his contributions establishing the “William L. Wilkie 'Marketing for a Better World' Award” to be presented annually to a leading marketing thinker whose work has advanced this cause.

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