If Kotler is widely seen as the father of marketing, then Theodor Geisel (aka Dr Seuss) should be proud to be marketing's funny uncle. Between 1950 and 1965, Dr Seuss inadvertently published a sophisticated range of marketing texts. At the time, these break-through marketing texts were unrecognised by industry and academia, who discarded the theories concerning relationship marketing, promotion, service recovery and product over complication. This paper sets out to recognise the role and value of the texts of Geisel, in light of post modern marketing theory and practice. The paper takes a historical perspective of how Geisel's works of the 1950s and 1960s integrated many of contemporary marketing's theories and practices, and how post modernist marketing can benefit from the insights of this unheralded scholar. It also quotes extensively from "Green Eggs and Ham", "Cat in the Hat" and recognises the importance of Sneeches with stars as brand endorsers.

1. Green Eggs and Market Plans: Learning Marketing from Dr Seuss Dr Stephen Dann Griffith University

9. Service failure and Service recovery The Cat in the Hat Home Entertainment

18. Green Eggs and Ham: Promotion, Awareness and Trial Adoption Seuss, Dr, (1960) Green eggs and ham , Collins

29. Sneetches on the Beaches:. Branding, Image Transference and Social Meaning Seuss, Dr (1961) The Sneetches and other stories Collins

34. So what’s it all about then?