© 2006

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


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 his writings, 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)