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 (
Office: Room 393A
Telephone: (574) 631‑5770
  • Marketing and Society
  • Consumer Behavior
  • Public Policy Issues
  • Advertising

Professor Wilkie is a Notre Dame Marketing alumnus who undertakes consumer research and studies marketing’s impacts on our society, including implications for public policy, consumer protection, and marketing regulation. He 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.

His research has received numerous academic recognitions, including the American Marketing Association’s (AMA’s) highest honor, the Distinguished Marketing Educator Award,” as well as the AMA’s “Lifetime Achievement Award” for research on Marketing’s Impacts on Society. More recently he has been awarded the Canadian-based “Pollay Prize for Intellectual Excellence in the Study of Marketing in the Public Interest,” and was inducted into the inaugural class as a Fellow of the American Marketing Association.  In 2012 the American Marketing Association Foundation honored his contributions to knowledge by inaugurating 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 (winners to date are Philip Kotler (Northwestern U., 2013), Jagdish Sheth (Emory U., 2014), Alan Andreasen (Georgetown U., 2015), Thomas Kinnear (U. of Michigan, 2016), and George S. Day (Wharton, 2017).

Professor 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. He has served in such academic leadership roles as President of the Association for Consumer Research (an international professional group with more than 1,600 members in 30 nations), Academic Advisory Board member for the Marketing Science Institute, Advisory Board member 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, International Journal of Research in Marketing, Journal of Public Policy & Marketing, Journal of Macromarketing, Journal of Historical Research in Marketing, and the Academy of Marketing Science Review.

Professor Wilkie’s 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 ‘Management of the Total Enterprise’ Executive Program. Prior to rejoining Notre Dame, he served as a faculty member at Purdue University, the University of Florida, and the Harvard Business School, as an in-house consultant on behavioral science at the Federal Trade Commission in Washington, D.C., and as research professor at the Marketing Science Institute, Cambridge, MA. Dr. Wilkie has also served as an expert witness in a number of major legal cases involving 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 the University of Notre Dame he has been voted the BP Outstanding Teacher Award for the Mendoza College of Business by the graduating senior class, and has received the Special President’s Award in recognition of long-term contributions to the university’s mission.


Dr. Wilkie has been named one of the ten "most-cited" authors in the field of Marketing over a quarter-century period (1970-1995), 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:

"My Memorable Experiences as a Marketing Academic at the Federal Trade Commission," Journal of Public Policy & Marketing, 33:2 Fall 2014, pp. 194-201.
"Special Section Commemorating the 100th Anniversary of the U.S. Federal Trade Commission," Journal of Public Policy & Marketing, 33:2 Fall 2014, pp. 188-190.
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.  (2014 forthcoming).
"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 P. Murphy).
“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 E. Moore).
“Notre Dame and the FTC,” in J. Sherry and P. Murphy (eds.), Marketing and the Common Good. London: Routledge, 2013. (with P. Murphy).
“Expanding Our Understanding of Marketing in Society,” Journal of the Academy of Marketing Science, 40th Anniversary Special Issue, 40:1, 2012, pp. 53-73.  (with E. Moore).
W. L. Wilkie [ed.],  Legends in Marketing: Philip Kotler and Broadening the Concept and Applications of Marketing. New Delhi: SAGE Publications, 2012.
“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 E. 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 Spring 2011, p. 56-58. (with E. Moore).
"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.
Ph.D., Stanford University
M.B.A., Stanford University
Stanford - Sloan Executive Program, Stanford University
B.B.A., University of Notre Dame