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...
A Twenty-First Century Guide to Aldersonian Marketing Thought introduces readers to the life, the writings and the intellectual le...
