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- Title
A PIONEER IN MARKETING.
- Authors
Wood, James Playsted
- Abstract
The article presents an educational and professional profile of Ralph Starr Butler. In 1910, Butler started teaching at the at the University of Wisconsin, where he created the first course on marketing offered in the U.S. and wrote the first book on marketing. At the age of 33, he resigned as a professor to reenter the business world. He eventually joined the Postum Company as Advertising Manager in 1926. During his tenure at Postum, now General Foods Corp., Butler created new ways of advertising, and saw the company through several mergers as he helped it expand. Several of his awards are also mentioned as well as an honorary degree he received.
- Subjects
BUTLER, Ralph Starr; ADVERTISING executives; MARKETING executives; CURRICULUM; BUSINESS education; UNIVERSITIES &; colleges; COLLEGE teachers; GENERAL Foods Corp.; UNIVERSITY of Wisconsin (Madison, Wis.); AMERICAN business enterprises; HONORARY degrees; EMPLOYMENT portfolios; UNIVERSITY faculty; EMPLOYEES
- Publication
Journal of Marketing, 1961, Vol 25, Issue 4, p69
- ISSN
0022-2429
- Publication type
Article