A Twenty-First Century Guide to Aldersonian Marketing Thought

ISBN-13: 9780387261751 / Angielski / Twarda / 2005 / 581 str.

B. Wooliscroft; Ben Wooliscroft; Robert D. Tamilia

Opis

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. "

Recenzje

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)

Spis treści

Wroe Alderson a Life.- to Part II: Wroe Alderson’s Theory of Market Behavior — Selected Writings.- Towards a Theory of Marketing.- The Analytical Framework for Marketing.- Survival and Adjustment in Organized Behavior Systems.- Survival and Growth of Systems.- The Power Principle.- Marketing efficiency and the principle of Postponement.- Competition for Differential Advantage.- Matching and Sorting: The Logic of Exchange.- to Functionalism.- Functionalism: Descriptive and Normative.- The Heterogeneous Market and the Organized Behavior System.- Information Flows in Heterogeneous Markets.- Transactions and Transvections.- Cooperation and conflict in marketing Channels.- to Part III: Wroe Alderson — Writings on Management Practice and Ethical Behavior.- Alderson, Sessions and the 1950s Manager.- A Basic Guide to Market Planning.- Researcher Finds a Void in Freud… Advertisers Urged to Follow Path of Rational Problem Solving Rather than of Instinctive Drives.- Ethics, Ideologies and Sanctions.- The American Economy and Christian Ethics.- Planning and Problem Solving in Marketing: A Book Review.- to Part IV: Alderson’s Market Behavior Theory with its Links to Other Theories.- Alderson and Chamberlin.- Alderson’s General Theory of Marketing: A Formalization.- Marketing Behaviour and Entrepreneurship: A Synthesis of Alderson and Austrian Economics.- An Alternative Paradigm for Marketing Theory.- Alderson’s Transvection and Porter’s Value System.- to Part V: Original Contributions to This Publication.- The Wroe Alderson I Knew.- Wroe Alderson as Academic Entrepreneur: The Wharton Years.- Toward a General Theory of Marketing: Resource-Advantage Theory as an Extension of Alderson’s Theory of Market Processes.- Placing Alderson and His Contributions to Marketing in Historical Perspective.- Wroe Alderson’s Vision Renewed and Rehabilitated: Social Structures and Marketing Theories.- To Teach or Not to Teach Alderson? There is No Question.- List of Publications by Wroe Alderson.- A Select List of Authors Who Have Commented on Aldersonian Marketing Thought.

Blurb

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.