LEADERS IN MARKETING: Theodore N. Beckman.

John S. Wright
Journal of Marketing
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The article gives information on the career span of Theodore N. Beckman, a college professor at the Ohio State University for 45 years. It is the variety and scope of Beckman's activities that set him apart. Four labels are needed to describe the man: teacher, author, consultant to government and business and contributor to marketing thought--all roles performed according to high personal standards of perfection. On April 22, 1965, more than 200 marketing men gathered on the Ohio State campus in Columbus to attend "The Theodore N. Beckman International Symposium on Productivity in Marketing." Beckman has striven over the years to clarify the concept of "value added by marketing" and to develop techniques for measuring marketing productivity.
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John S. Wright
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