Professor William L. Wilkie, a distinguished figure in the field of marketing, has been celebrated as a “pioneer,” a “genius intellect,” and the “Professor’s Professor” by his peers. His exceptional contributions to marketing education, research, and public policy earned him the prestigious 2001 American Marketing Association/Irwin/McGraw-Hill Distinguished Marketing Educator Award. This honor recognizes long-standing leaders in the discipline who have made extensive and sustained contributions to marketing education and the profession.
Wilkie completed his undergraduate studies at the University of Notre Dame in 1966 before pursuing advanced degrees at Stanford University, where he earned a Sloan degree in management (1967), an MBA in marketing (1969), and a Ph.D. in marketing (1971). His career spans academia, research, and public service, with teaching roles at renowned institutions such as the University of Florida, Harvard Business School, Purdue University, San Jose State University, and his alma mater, the University of Notre Dame.
Widely regarded as one of the foremost scholars in marketing and public policy, Wilkie has significantly shaped the discipline. His pioneering research in the public policy domain earned accolades, including the Best Article Award from the Journal of Public Policy and Marketing for his groundbreaking work during the journal’s formative years. He has also served on the editorial boards of leading publications like the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Journal of Public Policy and Marketing.
Wilkie is the author of a highly respected consumer behavior textbook and has mentored numerous doctoral students who have gone on to have distinguished careers. His influence in academia is matched by his professional impact, having served as an in-house consultant for the Federal Trade Commission and holding positions with Westinghouse Electric Corp. and United States Steel Corp.
Professor Wilkie’s enduring legacy lies not only in his scholarly achievements but also in his dedication to advancing marketing as a discipline that bridges academic rigor with real-world impact.
Wikie has been cited 10,775 times according to his Google Scholar profile. Some of his most cited works included:
- Issues in marketing’s use of multi-attribute attitude models (cited 1,398 times)
- Consumer Behavior (cited 1,155 times)
- Scholarly research in marketing: Exploring the “4 eras” of thought development (cited 951 times)
- Buyer uncertainty and information search (cited 853 times)
- Passing the torch: Intergenerational influences as a sources of brand equity (cited 645 times)