William D. Danko

William D. Danko is a marketing scholar whose research has examined affluent households. He coauthored The Millionaire Next Door with Thomas J. Stanley, challenging common assumptions about how wealthy people live and spend.

Books by William D. Danko

The Millionaire Next Door

Thomas J. Stanley & William D. Danko

The Millionaire Next Door asks why some American households build substantial net worth on ordinary incomes while higher earners remain financially fragile. Drawing on survey research and case studies, it examines frugality, planning, investing, consumption, work, and family transfers, offering a framework for distinguishing visible affluence from durable financial independence.

7 chapters