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Kent Monroe

Professor of Business Administration and John M. Jones Distinguished Professor of Marketing Emeritus


Educational Background

D.B.A., Business Administration, University of Illinois at Urbana-Champaign, 1968
M.B.A., Marketing, Indiana University, 1961
B.A., Economics and Mathematics, Kalamazoo College, 1960

Positions Held

Professor of Business Administration, University of Illinois, 1991-2009
External Examiner, Chinese Univesrity of Hong Kong, 1999-2002
Head of Department of Business Administration, University of Illinois, 1994-1999
Robert O. Goodykoontz Professor of Marketing, Virginia Polytechnic Institute and State University, 1986-1991
Professor of Marketing, Virginia Polytechnic Institute and State University, 1984-1987
Professor of Marketing and Head, Virginia Polytechnic Institute and State University, 1980-1984
Market research analyst, Postal Rate Commission, 1974-1975
Instructor, Glenville State College, 1961-1963
Graduate Research Assistant, Indiana University, 1960-1961

Recent Publications

Monroe, K., Weisstein, F., Kukar-Kinney, M. 2016. Determinants of Consumers Response to Pay-What-You-Want Pricing Strategy on the Internet. Journal of Business Research, 69: 4313-4320

Monroe, K., Rikala, V., Somervuori, O. 2015. Examining the Application of Behavioral Price Research in B2B Markets. Industrial Marketing Management, 47: 17-25

Monroe, K., Lou, Y., Tsai, M., Bei, L. 2014. Position Matters When We Stand Together: A Linguistic Perspective on Composite Brand Extensions. Journal of the Academy of Marketing Science, 42: 680-701

Honors and Awards

Distinguished Scholar Award, Department of Business Administration, University of Illinois, 2015

Fellow, American Marketing Association, 2015

Lifetime Achievement Award in Pricing, American Marketing Association, 2015

Teaching and Research Interests

Teaches courses and conducts research in pricing, marketing strategy, and marketing research.

Research centers on the information value of price to buyers. Has been a pioneer in research on understanding how buyers perceive price information and form value judgments. His executive training programs on pricing strategy and tactics have been delivered on six continents. Has served as a consultant in these areas to business firms, governments, and the United Nations.