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A Twenty-First Century Guide to Aldersonian Marketing ThoughtIntroduction to Part II: Wroe Alderson’s Theory of Market Behavior — Selected Writings

A Twenty-First Century Guide to Aldersonian Marketing Thought: Introduction to Part II: Wroe... Chapter 2 INTRODUCTION TO PART II: WROE ALDERSON’S THEORY OF MARKET BEHAVIOR — SELECTED WRITINGS Ben Wooliscroft Wroe Alderson sought to provide the marketing discipline with a theory of how marketing works (theory of marketing), with the benefit of allowing mar- keters to improve the marketing system. His writings on how a manager should act, or theory in marketing, were always couched in his theory of marketing. When deciding which selections we should provide the reader, the editors were confronted with many difficult decisions. Alderson wrote richly and widely and these selections are not intended to replace reading Alderson’s works, merely to provide an introduction to the richness that those pages hold. We have selected the papers and concepts which we see as being key to gaining an understanding of Alderson’s theory of marketing. The first paper included in this part is Alderson and Cox’s (1948) “Towards a Theory of Marketing”. This paper is a stepping off point for Alderson’s concerted effort to develop a theory of marketing. It is a paper which details from where the authors saw the possibility to draw theory from other disciplines and the need for and purposes of a theory of marketing. Alderson http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

A Twenty-First Century Guide to Aldersonian Marketing ThoughtIntroduction to Part II: Wroe Alderson’s Theory of Market Behavior — Selected Writings

Editors: Wooliscroft, Ben; Tamilia, Robert D.; Shapiro, Stanley J.
Wooliscroft, Ben
Springer Journals — Jan 1, 2006
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Publisher
Springer US
Copyright
© Springer Science+Business Media, Inc. 2006
ISBN
978-0-387-26175-1
Pages
35 –37
DOI
10.1007/0-387-28181-9_2
Publisher site
See Chapter on Publisher Site

Abstract

Chapter 2 INTRODUCTION TO PART II: WROE ALDERSON’S THEORY OF MARKET BEHAVIOR — SELECTED WRITINGS Ben Wooliscroft Wroe Alderson sought to provide the marketing discipline with a theory of how marketing works (theory of marketing), with the benefit of allowing mar- keters to improve the marketing system. His writings on how a manager should act, or theory in marketing, were always couched in his theory of marketing. When deciding which selections we should provide the reader, the editors were confronted with many difficult decisions. Alderson wrote richly and widely and these selections are not intended to replace reading Alderson’s works, merely to provide an introduction to the richness that those pages hold. We have selected the papers and concepts which we see as being key to gaining an understanding of Alderson’s theory of marketing. The first paper included in this part is Alderson and Cox’s (1948) “Towards a Theory of Marketing”. This paper is a stepping off point for Alderson’s concerted effort to develop a theory of marketing. It is a paper which details from where the authors saw the possibility to draw theory from other disciplines and the need for and purposes of a theory of marketing. Alderson

Published: Jan 1, 2006

Keywords: Market Place; Market Behavior; Executive Action; Channel Leader; Cogent Argument

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