Kent Monroe earned a D.B.A. In Business Administration from the University of Illinois in 1968; an M.B.A. in Marketing from Indiana in 1961; and a B.A. in Economics and Mathematics from Kalamazoo College in 1960. Before coming to Illinois in 1991 he was the Goodykoontz professor of Marketing at Virginia Tech, where he served as head of marketing for 4 years. He also served as a market research analyst for the US Postal Rate Commission for one year. Monroe, an award winning teacher, was elected a Fellow of the Decision Sciences Institute. He is widely published in scholarly journals, including the Journal of Marketing Research, Journal of Retailing, Journal of Marketing, Journal of Consumer Research,and Journal of the Academy of Marketing Science. His text book, Pricing: Making Profitable Decisions, published by McGraw Hill in 1979, and revised in 1990, was published in Spanish translation in 1992. In addition to his many publications, Monroe is an active participant In the profession. He was director of the Association for Consumer Research (1989-91), chairman of the marketing task force for the American Marketing Association (1988-84) and is the current editor of Pricing Strategy and Practice: An International Journal. From 1991-93 he was editor of the Journal of Consumer Research. He is also on the editorial boards of several academic journals. He won a teaching award in 1989 and that same year was elected to VPI's Academy for Teaching Excellence. His research interests are in pricing, marketing strategy, and marketing research.