ABSTRACT
The pages below appeared in the Introduction to a seven-chapter book co-authored by our deceased Notre Dame colleague, Yu Furuhashi, and E. Jerome McCarthy (Furuhashi and McCarthy 1971); McCarthy is best known for coining the 4 P's of marketing in his book, Basic Marketing, now in its eighteenth edition (Perreault et al. 2010). What most recent observers do not know is that McCarthy spent six years on the Notre Dame faculty during the 1960s before moving to Michigan State.
