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November 10, 2004

Monroe Honored by American Marketing Association,
Named Distinguished Marketing Educator

Kent B. Monroe has been named the 2005 AMA/Irwin/McGraw-Hill Distinguished Marketing Educator in November.

The annual award is the highest honor a marketing educator can receive. Recipients must be universally acknowledged as long-standing leaders in marketing education and must have made extensive contributions to marketing education and the marketing discipline in general. Monroe will receive the award at the AMA's Winter Educators' Conference in San Antonio, TX on February 12, 2005.

Monroe was nominated for the award by a dozen faculty members in the Department of Business Administration in a letter co-signed by Dean Avijit Ghosh. The faculty members cited his contributions in the areas of research, teaching and mentoring, administration in the College of Business, and public service. His scholarly contributions to the field of marketing were also well documented:

"In his scholarship, Kent pioneered the modern paradigm of behavioral pricing research. His observation in the late 1960's that price perceptions follow a logarithmic pattern set the stage for his and others' research in pricing for years to come. Kent's first paper in Management Science (1971) described the model articulating that key insight. And, in 1973, his widely cited review article in the Journal of Marketing Research set up the important and influential areas of inquiry to follow. By focusing the field's attention on buyers' subjective perceptions of prices, Kent's work broke new ground and set the stage for several highly creative and influential lines of research on reference prices, adaptation levels, price-quality-value associations, and price thresholds."

His colleagues concluded their letter by saying:

"In sum, Professor Monroe's innovative contributions across multiple spheres have had a profound and enduring impact on the field of marketing. His creativity represents a lasting legacy that continues to benefit scholars, teachers, and students. It is therefore a distinct honor and privilege to be able to write this letter on behalf of an extraordinary scholar and human being who has shown us that these two dimensions are inseparable. Therein lays the secret to Professor Kent B. Monroe's achievements as a truly distinguished Marketing educator."

Kent Monroe is the John M. Jones Professor of Marketing in the Department of Business Administration. He has been at the University of Illinois, where he received his DBA, since 1991. He was previous on the faculties of Virginia Polytechnic Institute and State University and the University of Massachusetts.

A pioneer in research on understanding how buyers perceive price information and form value judgments, he focuses his research on the information value of price to buyers. Monroe teaches courses and conducts research in pricing, marketing strategy, and marketing research. His executive training programs on pricing strategy and tactics have been delivered on six continents.

The award, sponsored by the Mc-Graw-Hill/Irwin Co., was first presented in 1985. The American Marketing Association, one of the largest professional associations for marketers, has 38,000 members worldwide in every area of marketing.


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