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William W. Keep

Professor of Marketing

Phone: (609) 771-2939
Office: Bliss Hall 317
Office Hours: Monday 2:00-3:00, Tuesday and Wednesday 3:30-5:00
Zoom meetings by appointment


PhD, Michigan State University; BA, James Madison College, Michigan State University

Positions at TCNJ

  • Interim Provost/Vice President for Academic Affairs
  • Dean, School of Business
  • Professor of Marketing

Research Interests

  • Marketing Channels
  • Multilevel Marketing, and Pyramid Schemes
  • Marketing History
  • Business Ethics

Current Courses at TCNJ

  • Channels of Distribution
  • Marketing Management (capstone)
  • Ponzi scheme, pyramid schemes, and other business fraud


  • Keep, William W., “Why is historical research important in marketing?” Japan Marketing History Review, under review.
  • Keep, William W. (2019), “S.C. Hollander: Retailing and Marketing Scholar,” In History of Marketing Thought in the United States, part 2: 157-185. Marketing History Society of Japan, ed. (book chapter).
  • Keep, William W. and Peter J Vander Nat (2014), “Multilevel Marketing and Pyramid Schemes in the United States: An Historical Analysis,” Journal of Historical Research in Marketing, 6 (2), 188-210.
  • Hossain, Tarique, William W Keep, and Susan Peters (2012), “Does Corruption Impede and Bilateral Tax Treaties Help Foreign Direct Investment?” International Journal of Business Insights and Transformation, 4 (3), 40-47.
  • Burns, David, Chris Manolis, and William W Keep (2010), ‘‘Fear of Crime on Shopping Intentions: An Examination,” International Journal of Retail & Distribution Management, 38 (1), 45-56.
  • Keep, William W. and Gary P Schneider (2010), “Deception and defection from ethical norms in market relationships: a general analytic framework,” Business Ethics: A European Review, 19 (1), 64-80.
  • Jones, D G Brian and William W Keep (2009), “Hollander’s doctoral seminar in the history of marketing thought,” Journal of Historical Research in Marketing, 1 (1), 151-164.
  • Keep, William W. (2009), “Furthering Organizational Priorities with Less Than Truthful Behavior: A Call for Additional Tools,” Journal of Business Ethics, 86 (April), 81-90.
  • Keep, William W. (2003), “Adam Smith’s Imperfect Invisible Hand: Motivations to Mislead,” Business Ethics: A European Review, 12 (October), 343-353
  • Vander Nat, Peter J. and William W. Keep (2002), “Marketing Fraud: An Approach for Differentiating Multi-Level Marketing From Pyramid Schemes,” Journal of Public Policy and Marketing, 21 (Spring), 139-151).

Media Contributions

Numerous media mentions primarily regarding multilevel marketing, pyramid schemes, in: Bloomberg TV, Business Talk Radio (James Campbell show), Fox Television (national and regional), Businessweek, The New York Times, The Wall Street Journal, CNBC, Financial Times, Washington Post, and Betting on Zero (documentary), among others



School of Business

Business Building, Room 114
The College of New Jersey
P.O. Box 7718
2000 Pennington Rd.
Ewing, NJ 08628