AMA Foundation Announces Andreasen as the 2015 Wilkie Award Recipient

The American Marketing Association Foundation (AMAF) announces Alan R. Andreasen, Professor of Marketing at the McDonough School of Business of Georgetown University, as recipient of the 2015 William L. Wilkie “Marketing for a Better World” Award. Dr. Andreasen accepted his award on Saturday, February 14 at the AMA Winter Educators’ Conference in San Antonio, TX.

This award honors marketing thinkers who have significantly contributed to the understanding and appreciation for marketing’s potential to improve the world. The award recognizes and honors the work of William (Bill) Wilkie, the Nathe Professor of Marketing at the Mendoza College of Business, University of Notre Dame. The Wilkie Award is a major academic recognition for the field, recognizing marketing thought leaders whose conceptual developments, substantive applications, or empirical studies served to provide significant bases for improvements in the world. There is a broad range of research areas from which the award can come, including (but not limited to) marketing theory, innovation, macromarketing, marketing and public policy, ethics and social responsibility, social marketing, services marketing, competition, pricing, advertising, marketing and development, transformative consumer research, and marketing and the consumer interest.

“I’m extremely pleased that Alan Andreasen was selected to receive this award,” Wilkie says. “The sense of the Wilkie Award is that Marketing has huge potential to improve daily lives if done well, and Professor Andreasen has been advancing this theme for nearly 50 years. He is a father of Social Marketing, the field he describes as concerned with applying commercial marketing technologies to improve personal welfare as well as that of society. An impressively talented thinker, Alan has also served as President of the Association for Consumer Research and on many Editorial Boards. However, he has also notably been very involved with practice, and on a truly world-wide (and often on a pro bono basis). In short, his work has led to substantial beneficial results for people around the world. Finally, one of his nominating letters described Professor Alan Andreasen as a “Gentleman Scholar,” which I think aptly captures this impressive, kind man. Congratulations to this fine marketing scholar. I’m really looking forward to his talk on this topic at the upcoming Winter Educators’ Conference in San Antonio.”

Dr. Andreasen is a specialist in consumer behavior and a world leader in the application of marketing to nonprofit organizations, social marketing, and the market problems of disadvantaged consumers. He is an internationally known educator and marketing consultant who has advised, carried out research, and conducted executive seminars for a widely diversified set of nonprofit and private sector organizations and several government agencies around the world. He has also worked with for-profit organizations such as KitchenAid, Pepsi-Cola, and the Aspen Highlands Ski Corporation

Dr. Andreasen perceives a strong synergy between social marketing and the for-profit world. While most of his career has focused on research, consulting, and writing on nonprofit and social issues, Dr. Andreasen strongly believes that “much of that work has informed [his] mainstream commercial marketing articles, teaching, and advice work.” He is convinced that “such a dual focus will have a much more prominent role in future scholarly careers in marketing.”

Dr. Andreasen is the author or editor of seventeen books (including revisions) and numerous monographs. He has also published over 120 articles and conference papers on a variety of topics including strategic planning, marketing decision-making, consumer behavior, marketing in nonprofit organizations, consumer satisfaction, marketing regulation, social marketing, and marketing research. He is a member of several academic and professional associations and serves on the Editorial Boards of the Journal of Consumer Policy, Social Marketing Quarterly, and the Journal of Public Policy and Marketing.

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