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William L. Wilkie Marketing for a Better World Award

William L. Wilkie Marketing for a Better World Award

William L. Wilkie Marketing

The William L. Wilkie “Marketing for a Better World” honors marketing thinkers who have significantly contributed to our understanding and appreciation for marketing’s potential to improve our world, and from whose work notable advances have ensued—in the mold of Bill Wilkie of the University of Notre Dame.

Nominations for the 2024 Award Closed on October 31, 2023.


Nominees must be marketing professors, and self-nominations will not be reviewed.

Application Process

All nominations must be made online by clicking the nomination form at the top of this page, and all materials must be submitted at one time. The following information is needed:

  • Nominee and nominator contact information.
  • Summary of the nominee’s accompliments, especially with respect to how their work has advanced marketing’s contributions to a better world (e.g., through fairness or efficiency, or new opportunities). These accomplishments may be seen through publications, academic infrastructure, and/or applications.
  • Vitae of nominee (highly recommended, but not required)
  • Letter of recommendation from the nominator.
  • Up to two additional letters of support from other knowledgeable colleagues (optional).

Nominations received in a particular year will be retained as active for a three-year period.


Marketing is a wonderfully complex and important field of study. The aggregate marketing system is a huge and sprawling human institution, embedded in the daily life of its society. It brings a dynamism to its society as it strives to grow and create. Marketing monitors the wants and needs of its citizens, and works to deliver satisfactions of these. It builds tangible and intangible infrastructures to assist in its work, and brings employment and wages to its millions of members. While marketing can sometimes overstep bounds in its pursuits, it also can bring wonder to—and real improvements in—peoples’ daily lives. One important goal for the aggregate marketing system, therefore, is that it be both fair and efficient in its operations.

The contributions of the nominees can reflect conceptual developments, substantive applications, or empirical studies. While the award is not restricted to an area of work, among the sectors in which such efforts might be expected to appear are (no ordering implied):

  • Marketing theory
  • Marketing and public policy
  • Marketing and economic development
  • Competition
  • Pricing
  • Advertising
  • Social marketing
  • Macromarketing
  • Innovation in marketing
  • Marketing ethics and social responsibility
  • Services marketing
  • Marketing and the consumer interest
  • Transformative consumer research
William Wilkie, Aloysius and Eleanor Nathe Professor of Marketing Strategy, 
Mendoza College of Business, Notre Dame University 

Recognition and Benefits

The recipient of the award will be honored at the AMA Winter Academic Conference. The recipient will receive complimentary registration, travel stipend, and a Tiffany crystal award.

AMA Foundation

As the philanthropic arm of the AMA, the AMA Foundation champions individual marketers who are making an impact in our profession and community.  We recognize marketing visionaries who have elevated the field, and we support the next generation of marketers who will transform the profession.

Past Recipients

Katherine White
Senior Associate Dean, Equity, Diversity, Inclusion and Sustainability
Professor of Marketing and Behavioural Science
Sauder School of Business, University of British Columbia

Clifford Shultz
Professor and Charles H. Kellstadt Chair of Marketing
Quinlan School of Business, Loyola University Chicago

Christine Moorman
T. Austin Finch Professor of Marketing, Sr of Business Administration
Fuqua School of Business, Duke University

Madhu Viswanathan
Professor of Marketing, College of Business Administration
Loyola Marymount University ​

John A. Quelch
Leonard M. Miller University Professor
Vice Provost, University of Miami
​Dean, Miami Herbert Business School

Ronald Paul Hill
Professor of Marketing
American University
​Kogod School of Business

Leonard L. Berry
M.B. Zale Chair in Retailing and Marketing Leadership & University Distinguised Professor of Marketing
Texas A&M University
​Mays Business School

George S. Day
Geoffrey T. Boisi Professor Emeritus
University of Pennsylvania
Wharton School

Thomas C. Kinnear
D. Maynard Phelps Collegiate Professor of Business Administration
University of Michigan
Ross School of Business

Alan R. Andreasen
Professor of Marketing
Georgetown University
McDonough School of Business

Jagdish N. Sheth
Charles H. Kellstadt Professor of Marketing
Emory University
Goizueta Business School

Philip Kotler
S.C. Johnson & Son Distinguished Professor of International Marketing
Kellogg School of Management
Northwestern University