Overview
- Will make the published writing of Wroe Alderson, marketing’s most influential 20th century thinker, available to current and subsequent generations of students of marketing, business, and management science
- Offers editorial comments and analysis that discuss Alderson’s theoretical contributions and makes them more accessible and relevant to today’s business students
- Includes supplementary material: sn.pub/extras
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Table of contents (38 chapters)
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Front Matter
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Wroe Alderson: The Man
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Alderson’s Theory of Market Behavior — Selected Writings
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Wroe Alderson — writings on Management Practice and Ethical Behavior
Keywords
About this book
A Twenty-First Century Guide to Aldersonian Marketing Thought introduces readers to the life, the writings and the intellectual legacy of Wroe Alderson, the preeminent marketing thinker of the mid-twentieth century. Both Alderson’s seminal contributions to marketing theory and his "best practices" articles in the areas of marketing management and ethics have been reproduced. Contributions by others about Wroe Alderson include a biography and a number of previously published articles that build on Alderson's theoretical contributions. Six original articles further explore Wroe Alderson's life, his work, his character and his intellectual impact. This book also contains two bibliographies: one of material written by Alderson over a forty year period and the other of publications that discuss his work. This single volume provides readers with an "in depth" understanding of the nature, the scope, and the magnitude of Alderson’s highly original and lasting contributions to marketing theory and thought.
Reviews
From the reviews:
"This collection is a tour de force of Alderson's most enduring concepts and is a must-read for anyone interested in understanding why we should be not only interested in but also deeply grateful to Wroe Alderson. He was a consummate scholar, a true Renaissance man, an iconoclast, and a change agent. It is customary to refer to Alderson as the leading marketing thinker of his time. Having read this book I think it is more than appropriate to drop the "of his time" portion of this description. I know of no one who has made more enduring theoretical contributions to (marketing science). I heartily recommend this volume to anyone who cares to learn more about Wroe Alderson's many contributions." -Richard J. Lutz, University of Florida, for the Journal of Marketing
"The editors are to be commended for the way in which they have brought so much material together in one volume...representing a comprehensive appreciation of Alderson. A Twenty-First Century Guide to Aldersonian Marketing Thought is an important contribution to the history of marketing and management theory and a demonstration of Alderson’s relevance to contemporary practice." -David Lamond, Editor, Journal of Management History
"Not just for up-coming generations of marketing scholars, A Twenty-First Century Guide to Aldersonian Marketing Thought provides a veritable feast for all generations by offering thought provoking material for every segment of the marketing academy. For scholars in marketing, (this volume) should be front and center on their bookshelf. A fitting tribute to the life, writings and intellectual legacy of Wroe Alderson, the Guide is a reference work of the first magnitude." -Eric H. Shaw, Florida Atlantic University, for the Journal of Macromarketing
“The book has three major themes: glimpses into the kind of interesting character he was, key excerpts from hiswritings, and commentaries on the perceived current relevance of Aldersonian marketing thought. … this book is an excellent vehicle for educating people on a guru, influencer, theoretician, practitioner and leader in the development of marketing theory. … this is a valuable resource for anyone desiring to know about marketing theory and to understand the genesis of a number of concepts currently found in today’s marketing textbooks.” (Terry Beckman and M. Dale Beckman, European Journal of Marketing, Vol. 42 (1/2), 2008)
Editors and Affiliations
Bibliographic Information
Book Title: A Twenty-First Century Guide to Aldersonian Marketing Thought
Editors: Ben Wooliscroft, Robert D. Tamilia, Stanley J. Shapiro
DOI: https://doi.org/10.1007/0-387-28181-9
Publisher: Springer New York, NY
eBook Packages: Business and Economics, Business and Management (R0)
Copyright Information: Springer-Verlag US 2006
Hardcover ISBN: 978-0-387-26175-1Published: 28 September 2005
Softcover ISBN: 978-1-4419-3871-8Published: 29 October 2010
eBook ISBN: 978-0-387-28181-0Published: 23 February 2006
Edition Number: 1
Number of Pages: XXII, 581