Professor of Business Administration and John M. Jones Distinguished Professor of Marketing Emeritus
Educational BackgroundD.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 HeldProfessor of Business Administration, University of Illinois, 1991-2009
External Examiner, Chinese Univesrity of Hong Kong, 1999-2002
Head, 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 PublicationsMonroe, K., Xia, L. Forthcoming. Price Partitioning on the Internet. Journal of Interactive Marketing
Monroe, K., Xia, L. Forthcoming. Consumer Information Acquisition: A Review and Extension. In Review of Marketing Research. New York: Sharpe.
Lalwani, A., Monroe, K. 2005. A Reexamination of Frequency-Depth Effects in Consumer Price Judgments. Journal of Consumer Research, 32: 480-485
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.