INTRODUCTION
To commemorate the 75th anniversary of the American Marketing
Association, three universities were selected to represent the centers
of leadership in the development of marketing thought during that
period.
The Marketing Department of The Ohio State University was chosen
for the years surrounding 1962, the 25th year of AMA.
The following is a presentation of members of the Ohio State
Marketing Department during that time and some of their major
works.
We have also included a view of the current faculty and facilities of
the Department of marketing and Logistics in the Max M. Fisher
College of Business, at The Ohio State University.
We hope you enjoy this information and thank you for your interest.
Three of the 1962 Ohio State Marketing Faculty served in leadership
roles at the national level of the American Marketing Association
Theodore N. Beckman
Vice President, 1929 – 1934
William R. Davidson
President, 1963 - 1964
W. Arthur Cullman
President, 1977 - 1978
In 1962…..
The Ohio State Marketing Faculty were…
Continuing decades of leadership in the development of
Marketing as an
ACADEMIC DISCIPLINE
and a
MANAGEMENT FUNCTION
Professor Theodore N. Beckman (1927)
Professor Theodore N. Beckman
Vice-President, American Marketing Association
1929-1934
Professor William R. Davidson
President, American Marketing Association
1963-64
Professors Theodore N. Beckman and William R. Davidson
Professor Theodore N. Beckman (1962)
Professor Robert B. Miner
Professor Robert Bartels
Professor W. Arthur Cullman
President, American Marketing Association
1977-78
Professor W. Arthur Cullman
1959 Ad Man of the Year
Professor James H. Davis
In 1962…..
The Ohio State Marketing Faculty were…
Continuing decades of leadership in the study of
CHANNELS OF DISTRIBUTION in Marketing
Professor Robert Miner
Professor Theodore N. Beckman
Professor Robert Buzzell
Professor Robert Bartels
Professor William R. Davidson
Professor Alton Doody
Professor Louis W. Stern
In 1962….
Ohio State Marketing faculty members
Robert Buzzell and
Frank M. Bass
were participating in the initial efforts to develop
QUANTITATIVE MODELS
of Marketing phenomena
Professor Robert Buzzell
Professor Frank M. Bass
In 1962…
Ohio State Marketing faculty were participating in the formative
stages of the field of
Consumer Behavior
• The first comprehensive textbook on the subject of consumer
behavior was published in 1968 by three Ohio State faculty
members: James Engel, David Kollat, and Roger Blackwell
The Birth of ACR
• In August 1969, OSU hosted an AMA Task
Force event called the “Workshop on
Experimental Research in Consumer Behavior”
• Participants at the event made the decision to
form the “Association for Consumer Research”
• Professor James Engle served as the first
“president” of the organization
The Birth of ACR
The Ohio State University Union
Professor James R. Engle
First President of the Association for Consumer Research
Event Program
Roster of Participants
Roster of Participants
In the years around 1962,
The Ohio State Marketing Faculty were graduating many doctoral students
who had subsequent successful careers in Marketing. They include:
Davidson, William R., Use, Productivity, and Allocation of Space Resources in
Department Stores, Theodore N. Beckman and Harold Maynard, Advisors,
1951.
Dillon, Robert Edward, Exclusive Distributorships and Dealerships, Theodore N.
Beckman, Advisor, 1958
Davidson, John Robert, A Study of the Effect of the Robinson-Patman Act Upon
Cooperative Advertising Policies and Practices, 1959
Pratt, Parley Merrill, The Domestic Consumption of Rice in the United States,
Theodore N. Beckman, Advisor, 1960
Doody, Alton Frederick, The Nature and Functioning of the Army and Air Force
Post Exchange System, Theodore N. Beckman, Advisor, 1961
Mayer, Morris Lehman, Changes in Variety Store Merchandising, William R.
Davidson, Advisor, 1961
Spratlen, Thaddeus Hayes, An Appraisal of Theory and Practice of the Analysis
of Sales Effort, Theodore N. Beckman, Advisor, 1962
Scott, Raymond Hyde, Technological and Operational Changes in General Line
Grocery Wholesaling, Theodore N. Beckman, Advisor, 1962
Klein, Leon Rosen, The Rack Jobber in the Marketing Process: A Functional and
Economic Analysis, Theodore N. Beckman, Advisor, 1963
McAlister, Edgar Ray, Retail Installment Sales: Growth and Legislation,
Theodore N. Beckman, Advisor, 1963
Almond, George Lee, Developments in Warehousing with Emphasis Upon
Advances since World War II, 1963
Brunner, George Allen, Personal Bankruptcies in Ohio, Theodore N. Beckman,
Advisor, 1964
Slater, James Arthur, Sampling Methods Employed in Federal Surveys Related
to Wholesale and Retail Trades, 1965
Mathews, Harry Lee, Causes of Personal Bankruptcies in Ohio, Theodore N.
Beckman, Advisor, 1966
And….
James R. McMillen
William Wagner
Ronald Stevenson
Ronald Ballou
Homer Spence
Daniel DeHayes
Hagerty
Hall (1960s)
Fisher College of Business Campus (Today)
The legacy continues in 2012,
fifty years after this 1962 benchmark, today’s marketing faculty in the
Fisher College at Ohio State are
• conducting research and publishing our findings in the field’s leading
journals,
• Preparing undergraduate and Master’s students for promising careers
in Marketing,
• Training and collaborating with our doctoral students
• Being recognized for thought-leading contributions to the theory and
the practice of Marketing.
Current Faculty in 2012 at Ohio State
….HOW FIRM THY FRIENDSHIP…..
O - H - I - O
Leslie H. Wexner
“But for Ohio State
and the education I
received, I never
would have started
the business.”
• Bachelor’s degree in
Business Administration,
1959
• Chairman and CEO of
Limited Brands
• Opened first “The
Limited” store in 1963
• Now more than 2,600
stores nationwide
The Max M. Fisher College of Business
Mirror Lake
Orton Hall
The Oval
To learn more about what is happening at Ohio State, please go to:
http://fisher.osu.edu/departments/marketing-and-logistics
http://fisher.osu.edu/
http://osu.edu/