In Odesa, another street has been renamed. Pestel Street in the Khadzhybey district is now named after Simon Litman — one of the founders of global marketing. Litman was born in Odesa in 1873 and became the first marketing lecturer in the United States. This was announced by the Odesa City Council.

Reason for the renaming

The renaming of Pestel Street to Simon Litman Street is a tribute to the memory of a prominent economist and one of the first marketing theorists. Litman studied at the Odesa Commercial School, now known as the Odesa National Economic University. After emigrating to the USA, he became the first marketing lecturer in American higher education.

In 1911, he published the work "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 laid the groundwork for modern business education programs in the USA, Canada, Europe, and Japan. He was the first to define marketing as a distinct science — not just about sales, but about understanding people’s needs, communication, and trust. His approach became the foundation of what is now known as customer-oriented business.