A New Name for an Odesa Street
In Odesa, another street name has changed. Pestel Street in the Khadjibey district has been renamed after Simon Litman — a pioneer in the field of marketing. He was born in Odesa in 1873 and became the first professor of marketing in the United States. This was reported by the Odesa City Council.
About the Renaming
The Pestel Street in Odesa has been renamed in honor of Simon Litman, thus the city pays tribute to the memory of a prominent economist and one of the first theorists of marketing in the world. Litman, also known as Shimon, was born in Odesa in 1873 and studied at the Odesa Commercial School, now known as the Odesa National Economic University. After emigrating to the United States, he became the first professor of marketing in American higher education.
In 1911, he published the book "Trade and Commerce" — one of the first marketing textbooks in the world. Litman taught at the University of California and the University of Illinois, and his lectures became the foundation for modern business education programs in the USA, Canada, Europe, and Japan. Litman was the first to define marketing as a separate science that encompasses not only sales but also understanding human needs, communication, and trust. His approach laid the groundwork for what we now refer to as customer-oriented business.
