Gies College of Business Professor Emeritus Madhu Viswanathan has been awarded the 2021 Marketing & Society SIG Lifetime Achievement Award by the American Marketing Association. The honor recognizes those who make a significant contribution to research advancing the study of marketing and societal issues.

Viswanathan has authored or coauthored more than 80 journal articles, conference proceedings, books and book chapters, addressing important topics in marketing and society/public policy. He has pioneered the area of enquiry and practice-entitled subsistence marketplaces, taking a bottom-up approach to the study of the intersection of poverty and marketplaces, and developing unique synergies between research, teaching, and social initiatives. At the heart of his work is a research foundation with a strong emphasis on service to society through marketing in its broadest form.