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“I found marketing to be highly descriptive and prescriptive, without much of a foundation in deep research. I brought in economics, organization theory, mathematics, and social psychology in my first edition of Marketing Management in 1967. Today Marketing Management is in its 15th edition and remains the world's leading textbook on marketing in MBA programs. Subsequently, I wrote two more textbooks, Principles of Marketing and Marketing: an Introduction.”

“What I realized is that if we're going to be able to have a theory about what happens in, for example, nature there has to ultimately be some rule by which nature operates. But the issue is does that rule have to correspond to something like a mathematical equation, something that we have sort of created in our human mathematics? And what I realized is that now with our understanding of computation and computer programs and so on, there is actually a much bigger universe of possible rules to describe the natural world than just the mathematical equation kinds of things.”