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William L. Wilkie is the Aloysius and Eleanor Nathe Professor of Marketing Strategy, University of Notre Dame. humor. So came my hoped-for solution for this essay. To assist with structure, I’ve arranged the essay in three basic sections: (1) reflections on books during my path into marketing academia, (2) reflections on the role of institutional initiatives in sustaining the search for scholarship in our field, and (3) a few gentle reflections on personal motivations in seeking scholarship in the marketing field and the challenges we face together in this quest. Thus, though I make no effort to emulate Mr. Vonnegut directly (and with no suitable substitute for his frequent narrator, Kilgore Trout), please join me in hopping from one brief topic to another, searching for insights, occasionally with humor.]
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William L. Wilkie (2002) studied this question.
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