A 21st Century Guide to Aldersonian Marketing Thought

by Wooliscroft, Ben; Tamilia, Robert D.; Shapiro, Stanley J.

• ISBN13: 9780387261751
• ISBN10: 0387261753
• Format: Hardcover
• Copyright: 2005-12-30
• Publisher: Springer Verlag

Summary

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.

Table of Contents

Wroe Alderson : the man
Wroe Alderson a life	p. 3
Alderson's theory of market behaviour - selected writings
Introduction to part II	p. 35
Towards a theory of marketing	p. 39
The analytical framework for marketing	p. 61
Survival and adjustment in organized behavior systems	p. 75
Survival and growth of systems	p. 95
The power principle	p. 107
Marketing efficiency and the principle of postponement	p. 109
Competition for differential advantage	p. 115
Matching and sorting : the logic of exchange	p. 143
Introduction to functionalism	p. 165
Functionalism : descriptive and normative	p. 185
The heterogeneous market and the organized behavior system	p. 189
Information flows in heterogeneous markets	p. 217
Transactions and transvections	p. 229
Cooperation and conflict in marketing channels	p. 251
Wroe Alderson - writings on management practice and ethical behavior
Introduction to part III	p. 271
Alderson, sessions and the 1950s manager	p. 275
A basic guide to market planning	p. 283
Researcher finds a void in freud ... advertisers urged to follow path of rational problem solving rather than of instinctive drives	p. 291
Ethics, ideologies and sanctions	p. 301
The American economy and Christian ethics	p. 313
Planning and problem solving in marketing : a book review	p. 321
Commentaries on Aldersonian marketing
Introduction to part IV	p. 329
Alderson and Chamberlin	p. 333
Alderson's general theory of marketing : a formalization	p. 337
Marketing behaviour and entrepreneurship : a synthesis of Alderson and Austrian economics	p. 351
An alternative paradigm for marketing theory	p. 365
Alderson's transvection and Porter's value system	p. 379
Commentaries on Alderson the marketer
Introduction to part V	p. 407
The Wroe Alderson I knew	p. 411
Wroe Alderson as academic entrepreneur : the Wharton years	p. 429
Toward a general theory of marketing : resource-advantage theory as an extension of Alderson	p. 453
Placing Alderson and his contributions to marketing in historical perspective	p. 473
Wroe Alderson's vision renewed and rehabilitated : social structures and marketing theories	p. 513
To teach or not to teach Alderson? : there is no question	p. 529
Aldersonian bibliographies
List of publications by Wroe Alderson	p. 541
Authors who have commented on Aldersonian marketing thought	p. 561
Table of Contents provided by Blackwell. All Rights Reserved.