E. Jerome McCarthy

[3] He was also a founder, advisory board member, and consultant for Planned Innovation Institute, which was established to bolster Michigan industry.

[6] He was a professor of the College of Commerce at the University of Notre Dame,[7][8] beginning in 1956, where he taught courses about how statistics and mathematics applied to business problems.

[7] 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.

At the time when McCarthy began his teaching career, the so-called functional school of thought dominated the discipline.

[16] It uses problem-solving to "develop an optimum offering of products, prices, promotion, and place (distribution)," according to the Handbook of Marketing.

[17] A key feature of the managerial approach is that it began to move away from its economics foundations and instead introduced ideas from the new and emerging fields of sociology and psychology, which offered useful insights for explaining aspects of consumer behaviour such as the influence of culture and social class.

[22] Neil H. Borden of the Harvard Business School developed a complicated model in the late 1940s, based upon at least twelve different factors.

[2] Regardless of the modifications needed in some cases, the 4Ps remain a generally accepted marketing practice to influence buyers and its concepts still are espoused in contemporary textbooks.

Rather than creating a new model, G. Dominic expressed that McCarthy's 4 Ps could be used with some "extension and adjustment" to develop tactics for the current, ever-changing marketing arena like internet commerce.

[31] McCarthy played a pivotal role in the Planned Innovation Institute as founder, Advisory Board member, and consulting educator.

[33] Planned Innovation Institute was founded to identify causes and create solutions to address "major causes of new product failure in Michigan industry."

[34] McCarthy, with Frank R. Bacon, Jr., used the concepts from his Basic Marketing textbook to develop the institute's Product-Market Analysis component that first focused on new product innovation and then business retention strategies.

[34] He traveled to India, South Africa, Latin America, and within the United States for its market-oriented planning and management educational programs.