E Jerome McCarthyE. Jerome "Jerry" McCarthy passed away at his home in East Lansing, Michigan in 2015, and the marketing industry lost one of its pioneers. After earning a Ph.D. at the University of Minnesota, Dr. McCarthy joined the faculty at Notre Dame and became Fellow in the prestigious Ford Foundation Program at Harvard. He spent most of his career at Michigan State University, gaining a reputation for working with passion and purpose. He received the AMA's Trailblazer Award in 1987 and was voted one of the top five leaders in marketing thought by marketing educators.
Dr. McCarthy was well known for his innovative teaching materials and texts, including Basic Marketing and Essentials of Marketing. He also introduced a marketing strategy planning framework, organizing marketing decisions around the "4Ps"--product, place, promotion, and price. As these approaches became the standard in other texts, Dr. McCarthy continued to innovate, including new materials in the digital realm.
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