educator with strong interest in health marketing and relationship marketing Neil H. Borden (1922-1962) - coined the term, 'marketing mix'; former President of the American Marketing Association Clayton Christensen - educator, author and consultant, published in the areas of innovation and entrepreneurship George S. Day - author and educator; has published in the area of strategic marketing Ernest Dichter (1907-1991) - market researcher, consumer behaviourist, pioneer of motivational research methods Andrew S. C. Ehrenberg (1926-2010) - made contributions to the methodology of data collection, analysis and presentation, and an understanding buyer behaviour and how advertising works Edward Filene (1860-1937) - early pioneer of modern retailing methods Seth Godin - popular author, entrepreneur, public speaker and marketer Paul E. Green (1927-2012) - academic and author; the founder of conjoint analysis and popularised the use of multidimensional scaling, clustering, and analysis of qualitative data in marketing. Shelby D. Hunt (1939- ) -former editor of the Journal of Marketing and organisational theorist noted for his contributions to RA theory John E. Jeuck (1916-2009) - early marketing educator Philip Kotler (1931-) - popularised the managerial approach to marketing; prolific author E. St. Elmo Lewis (1872–1948) - developed the AIDA model used in sales and advertising Christopher Lovelock (1940-2008) - author of many books and articles on services marketing Theodore Levitt (1925-2006) - former editor of Harvard Business Review, prolific author of marketing articles and famed for his article, "Marketing Myopia" E. Jerome McCarthy - popularised the managerial approach to marketing; developed the concept of the 4Ps (i.e. the 'marketing mix' or marketing program) Arthur Nielsen (1897–1980) - early market researcher; pioneered methods for estimating radio and TV audiences and ratings David Ogilvy (1911-1999)- advertising guru, early pioneer of the market positioning concept Vance Packard - journalist and author, wrote The Hidden Persuaders (1957) which explored the use of motivational research in marketing practice Charles Coolidge Parlin(1872-1942) - pioneer of market and advertising research methods Rosser Reeves (1910-1984)- advertising guru; advocate of frequency in media schedules Al Ries - advertising executive, author and credited with coining the term, 'positioning' in the late 1960s Arch Wilkinson Shaw (1876-1962) - early management theorist, proponent of the scientific approach to marketing Henry Charles Taylor (1873-1969) - the agricultural marketer Richard S. Tedlow - author and educator; published in the area of marketing history James Walter Thompson (1847-1928) - founded one of the earliest modern advertising agencies, J Walter