Monroe Honored by American Marketing Association,
Named Distinguished Marketing Educator
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.