Marketing at Illinois

This article tells the story of the past, present, and future of the marketing area at the University of Illinois with a focus on its contributions to the academic marketing community. These contributions include being at the forefront of formal marketing instruction, serving as a catalyst to the formation of the American Marketing Association (as well as its early home), and developing the most popular marketing course in the world. In addition to highlighting our contributions, we also share stories about some of Illinois’ most celebrated faculty, including Paul Converse, Robert Ferber and Jag Sheth. We then look at our current faculty and our three main collective research interests (i.e., global and multicultural marketing, digital marketing, and innovation and new product development). Finally, we provide a preview of where marketing at Illinois is headed in the future.