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E Jerome McCarthy


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Marketing professor at Michigan State University, and a pivotal figure in the development of marketing thinking, particularly what has come to be known as the ‘managerial approach’. Co-author of the influential Basic Marketing: a managerial approach (with W Perrault Jr and JP McCann) in 1960, he developed the concept of the 4 Ps (product, price, place, promotion) within the marketing mix.


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