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Kent Monroe

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


Biographical Sketch

Kent Monroe is the J. M. Jones Distinguished Professor of Marketing. Professor Monroe has been at the University of Illinois since 1991 and teaches courses and conducts research in pricing, marketing strategy, and marketing research. His research centers on the information value of price to buyers. He 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.

Professor Monroe is an active member of the American Marketing Association and the Association for Consumer Research. He served as a director of the Association for Consumer Research, 1988-91 and chairman of the Development of Marketing Thought Task Force of the American Marketing Association, 1984-88. He has been editor of Pricing Strategy and Practice: An International Journal from 1993 -2003 and of the Journal of Consumer Research from 1991 to 1993. He has served on the editorial boards of the Journal of Consumer Psychology from 1993 to 2002; the Asian Journal of Marketing from 1992 to the present; the Journal of Pricing Management from 1989 through 1991; Journal of Consumer Research from 1984 to the present; and Journal of Marketing Research from 1979 -2003. He is a frequent presenter of papers at academic meetings in the U.S. and around the world. In 1991 he was elected a Fellow of the Decision Sciences Institute.