Wendell R. Smith - American Marketing Association
Wendell R. Smith - American Marketing Association
Wendell R. Smith - American Marketing Association
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Leaders in <strong>Marketing</strong><br />
sue of the JOURNAL OF MARKETING. This article<br />
vifon the Alpha Kappa Psi Foundation award as the<br />
most significant marketing article of the year.<br />
Another avenue of challenge opened for <strong>Wendell</strong><br />
<strong>Smith</strong> in January, 1959. He joined the Corporate<br />
Staff of the Radio Corporation of America in New<br />
York, serving first as Director of <strong>Marketing</strong> Research<br />
and Development, then as Staff Vice President<br />
for <strong>Marketing</strong> Development. He stayed with<br />
RCA until April, 1962, when he was appointed President<br />
of the <strong>Marketing</strong> Science Institute.<br />
The brain-child of Thomas B. McCabe, Chairman<br />
of the Scott Paper Company, the <strong>Marketing</strong> Science<br />
Institute has these stated objectives: "(1) To contribute<br />
to the emergence of a science of marketing,<br />
and (2) to accelerate the application of science to<br />
the defining and solving of marketing problems."<br />
Fifty major business firms give financial support to<br />
the Institute, and a variety of subjects have already<br />
been probed by its staff.<br />
<strong>Smith</strong> was a logical choice for the post. His background<br />
makes for ease of communication with businessmen,<br />
research personnel, and educators. He is<br />
well-qualified to administer the work of a research<br />
foundation. He sees his role at the <strong>Marketing</strong><br />
Science Institute as that of an objective observer of<br />
the entire marketing world.<br />
The Institute is exploring whether responsibility<br />
for performance in international marketing should<br />
be handled on the basis of similar socio-economic<br />
patterns in various countries, or by the traditional<br />
approach which calls for the welding together of<br />
contiguous geographic areas. This particular suggestion<br />
springs from one of two important considerations:<br />
the Communication Explosion and the Information<br />
Explosion.<br />
With a strong international orientation in its<br />
present operations, it is only natural that the Institute's<br />
President travels to many parts of the world.<br />
Moreover, he is a Director of the Council for International<br />
Progress in Mana.Q:ement. and a member of<br />
the <strong>Marketing</strong> Committee of the International Chamber<br />
of Commerce. He served a.s a Visiting Professor<br />
in 1963 and in 1964 at the Athens School of<br />
Economics and Business Science.<br />
Dr. <strong>Smith</strong> retains his title of Professor of <strong>Marketing</strong><br />
(on leave) at the Wharton School of Finance<br />
and Commerce, University of Pennsylvania; and he<br />
serves on the Advisory Board of its Management<br />
Science Institute. Many awards have come to him,<br />
including election to the Distribution Hall of Fame<br />
in Distribution in 1962.<br />
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