E. Jerome McCarthy
| Edmund Jerome McCarthy | |
|---|---|
| Born | February 20, 1928 |
| Died | December 3, 2015 (aged 87) Michigan |
| Nationality | American |
| Other names | E. Jerome McCarthy, Jerry McCarthy |
| Occupation | Professor, author, consultant |
| Spouse(s) | Joanne McCarthy |
| Academic background | |
| Education |
|
| Alma mater | Northwestern University, University of Minnesota |
| Thesis title | An Analysis of the Use of Marketing Research in Product Development, 1958 |
| Academic work | |
| Discipline | Marketing |
| Institutions | Harvard Business School, University of Notre Dame, Michigan State University, University of Oregon |
| Notable works | Basic Marketing: A Managerial Approach (1960) |
| Notable ideas | The 4 Ps |
Edmund Jerome McCarthy (February 20, 1928 – December 3, 2015) was an American marketing professor and author. He proposed the concept of the 4 Ps marketing mix in his 1960 book Basic Marketing: A Managerial Approach, which has been one of the top textbooks in university marketing courses since its publication. According to the Oxford Dictionary of Marketing, McCarthy was a "pivotal figure in the development of marketing thinking". He was also a founder, advisory board member, and consultant for Planned Innovation Institute, which was established to bolster Michigan industry. In 1987, McCarthy received the American Marketing Association's Trailblazer Award, and was voted one of the "top five" leaders in marketing thought by the field's educators.
McCarthy received his Bachelor of Science degree in 1950 from Northwestern University. He received his Master of Arts in 1954 and his PhD in 1958 from the University of Minnesota. His doctoral dissertation was An Analysis of the Use of Marketing Research in Product Development.
He was a professor of the College of Commerce at the University of Notre Dame, beginning in 1956, where he taught courses about how statistics and mathematics applied to business problems.
In the spring of 1959, while a professor of the College of Commerce, he was informed that he received a one-year Ford Foundation Fellowship at Harvard Business School and Massachusetts Institute of Technology. Beginning in September, he focused on mathematical applications for business, as part of the Foundation's program to "strengthen business education and research", and specifically to work on mathematical models for marketing.
In 1960, McCarthy was the first to propose a marketing mix concept that resonated with both practitioners and academics. In his textbook Basic Marketing: A Managerial Approach (1960), McCarthy defined the 4Ps conceptual framework for marketing decision-making, which used product, price, place (or distribution), and promotion in the marketing mix.
...
Wikipedia