A Twenty-First Century Guide to Aldersonian Marketing Thought

  • Ben Wooliscroft
  • Robert D. Tamilia
  • Stanley J. Shapiro

Table of contents

  1. Front Matter
    Pages i-xxii
  2. Wroe Alderson: The Man

    1. Ben Wooliscroft
      Pages 3-32
  3. Alderson’s Theory of Market Behavior — Selected Writings

    1. Wroe Alderson, Reavis Cox
      Pages 39-59
    2. Wroe Alderson
      Pages 61-73
    3. Wroe Alderson
      Pages 95-106
    4. Wroe Alderson
      Pages 107-108
    5. Wroe Alderson
      Pages 115-141
    6. Wroe Alderson
      Pages 143-163
    7. Wroe Alderson
      Pages 165-184
    8. Wroe Alderson
      Pages 185-188
    9. Wroe Alderson
      Pages 217-227
    10. Wroe Alderson
      Pages 229-249
  4. Wroe Alderson — writings on Management Practice and Ethical Behavior

  5. Commentaries on Aldersonian Marketing

    1. E. T. Grether
      Pages 333-336
    2. Shelby D. Hunt, James A. Muncy, Nina M. Ray
      Pages 337-349
    3. D. F. Dixon, I. F. Wilkinson
      Pages 365-378
    4. Richard L. Priem, Abdul M. A. Rasheed, Shahrzad Amirani
      Pages 379-404
  6. Commentaries on Alderson the Marketer

  7. Aldersonian Bibliographies

    1. Robert D. Tamilia, Ben Wooliscroft
      Pages 541-560
    2. Robert D. Tamilia, Ben Wooliscroft
      Pages 561-571
  8. Back Matter
    Pages 573-581

About this book


A Twenty-First Century Guide to Aldersonian Marketing Thought familiarizes a new generation of marketing students and scholars with the life, the writings and the intellectual legacy of Wroe Alderson, unquestionably the most influential marketing thinker of the mid-twentieth century. Half of the material presented was written by Alderson between 1948 and his death in 1965. The focus is on Alderson's seminal contributions to marketing theory but  then path--breaking material written by him in the areas of marketing management and marketing ethics is also reproduced. Contributions by others about Alderson include a biography and a number of previously published articles that build on Alderson's theoretical contributions, thus making those contributions even more relevant to today's business students. In addition, six original articles further explore Wroe Alderson's life, his work, his character and his intellectual impact. This book also contains a complete listing of publications by Alderson and a detailed bibliography of publications that discuss his work. The end result is a volume that provides readers with a real understanding of Alderson's most important and still relevant ideas.


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Editors and affiliations

  • Ben Wooliscroft
    • 1
  • Robert D. Tamilia
    • 2
  • Stanley J. Shapiro
    • 3
  1. 1.University of OtagoNew Zealand
  2. 2.University of QuebecMontreal
  3. 3.Simon Fraser UniversityCanada

Bibliographic information