Gene Laczniak

Gene  Laczniak
Gene LaczniakMarquette University

Straz Hall, 004

MilwaukeeWI53201United States of America
(262) 292-8252

Sanders Professor Emeritus of Marketing

Gene Laczniak is a Past President (2013-2016) of the Macromarketing Society, an international group of business scholars who conduct research into the interactions among marketing, markets and society. From 1998 to 2002, Laczniak was the Associate Vice-President/Associate Provost for Academic Affairs at the Marquette. He was a visiting professor or visiting fellow at the University of Western Australia (Perth) on several occasions. Laczniak was a member of the editorial review board of the Journal of Marketing for 15 years and served on academic review boards of multiple other journals for 40 years. He is co-author of six books on business ethics with his most recent being Ethics in Marketing: International Cases and Perspectives, 2nd Ed. (Routledge, 2017).  He has been a member of the board of directors of four non-profit organizations with 18 years of aggregate service. He has taught executive development classes in the U.S., Europe and Asia winning several teaching awards. Laczniak has published over 150 journal articles and papers. In 2012, Gene received a lifetime achievement award from the American Marketing Association (Marketing & Society SIG) for his contributions to marketing ethics, corporate social responsibility and public policy scholarship. In 2018, he received a career achievement award “for extraordinary and sustained contributions to macromarketing” thought from the Macromarketing Society.


  • Ph.D. in Marketing (University of Wisconsin - Madison) 
  • M.B.A. (University of Wisconsin - Madison) 
  • B.S.(Honors) in Business Administration (Marquette University)

Research Interests

Marketing ethics, marketing strategy, business ethics and corporate social responsibility, marketing & society, macromarketing.

Selected Publications

Laczniak, G., & Shultz, C. (2021). Toward a Doctrine of Socially Responsible Marketing (SRM): A Macro and Normative-Ethical Perspective. Journal of Macromarketing, 41(2), 201-231.

Klein, T. A., & Laczniak, G. R. (2021). Laudato si’–A Macromarketing Manifesto for a Just and Sustainable Environment. Journal of Macromarketing, 41(1), 75-87.

Nill, A., & Laczniak, G. R. (2020). Direct-to-Consumer Genetic Testing and Its Marketing: Emergent Ethical and Public Policy Implications. Journal of Business Ethics, 1-20.

Murphy, P.E., and Laczniak, G.R. (2020). Ethical Foundations for Exchange in Service Ecosystems. In Vargo, S. L., and Lusch, R. F. (eds.). Service-dominant logic. The Routledge Handbook of Service Research Insights and Ideas, 149-160.

Laczniak, G. R., and Murphy, P. E. (2019). The Role of Normative Marketing Ethics. Journal of Business Research, 95, 401-407.

Nill, A., Laczniak, G., & Thistle, P. (2019). The use of genetic testing information in the insurance industry: an ethical and societal analysis of public policy options. Journal of Business Ethics, 156(1), 105-121.

Laczniak, G. R., & Santos, N. J. (2018). Gross National Happiness (GNH) linkages to and implications for Macromarketing. Journal of Macromarketing, 38(3), 331-340.

Laczniak, G. (2017). The hidden costs of hidden costs. Journal of Macromarketing, 37(3), 324-327.

Klein, T. A., Laczniak, G. R., & Santos, N. J. (2017). Religion-motivated Enterprises in the Marketplace: A macromarketing inquiry. Journal of Macromarketing, 37(1), 102-114.

Kennedy, A. M., & Laczniak, G. R. (2016). Conceptualisations of the consumer in marketing thought. European Journal of Marketing, 50 (1-2), 166-188

Laczniak, G. R., & Murphy, P. E. (2012). Stakeholder theory and marketing: Moving from a firm-centric to a societal perspective. Journal of Public Policy & Marketing, 31(2), 284-292.

Laczniak, G. R., & Kennedy, A. M. (2011). Hyper norms: Searching for a global code of conduct. Journal of Macromarketing, 31(3), 245-256. [Slater Award winner (2012) for best article in macromarketing in 2010-11]

Santos, N. J., & Laczniak, G. R. (2009). Marketing to the poor: An integrative justice model for engaging impoverished market segments. Journal of Public Policy & Marketing, 28(1), 3-15. [Two time finalist for Thomas Kinnear best article award in JPP&M, 2011 and 2012]

Honors and Awards

  • Winner, 1995 Alpha Sigma Nu National Book Award,
  • All University Teaching Award: The J.P. Raynor Faculty Award for Teaching Excellence (1992)
  • Excellence in Executive Education Award (1998), presented by EMBA class (1998) for outstanding teaching.