William L. Wilkie
Aloysius and Eleanor Nathe Professor of Marketing Strategy
A 1966 Notre Dame graduate and one of the 10 most-cited authors in the field of marketing over a recent quarter-century period, William L. Wilkie has helped to shape the field through his breakthrough research in consumer behavior, marketing in society, and advertising. His textbook, Consumer Behavior, has been used by some 100,000 students worldwide.
Wilkie is a former president of the Association for Consumer Research and the recipient of a number of prestigious awards, among them a Lifetime Achievement Award from the American Marketing Association (AMA) and the McGraw-Hill/Irwin Distinguished Educator Award. The latter is the highest honor conferred on a marketing educator. In Spring 2014, Professor Wilkie was announced as recipient of the Pollay Prize, a prestigious Canadian award “Honouring Intellectual Excellence in Research on Marketing in the Public Interest.”
Wilkie’s research is focused on the world of marketing theory, especially on the ways in which marketing both benefits and harms society. In 2012, in recognition of his contributions in this sphere, the AMA Foundation inaugurated the "William L. Wilkie 'Marketing For a Better World' Award" for those leaders whose work has helped to improve peoples' lives. Within his research undertakings, he recently helped to develop the new official definition for the field of marketing, and is currently investigating the role of marketing in the recent financial crisis and in the developing childhood obesity epidemic.
The late Aloysius Nathe, who established this professorship, was a member of the Snite Museum of Art Advisory Council from 1984 until his death in 2014. Nathe rose to leadership with Levi Strauss & Co., and then founded his own consulting firm, Nathe Associates, for which he served as president.