E. Jerome McCarthy

Edmund Jerome McCarthy (1928-2015) was an American marketing professor and author who proposed the four Ps marketing mix framework, covering product, price, place and promotion, in his 1960 textbook Basic Marketing: A Managerial Approach. The book became one of the most widely used marketing texts in university courses, and the Oxford Dictionary of Marketing describes McCarthy as a pivotal figure in the development of marketing thinking. He taught at Michigan State University among other institutions, founded the Planned Innovation Institute to support Michigan industry, and received the American Marketing Association Trailblazer Award in 1987.