European business review. Volume 19, Number 6, Assessing and building upon Wroe Alderson's intellectual legacy / guest editors: Professor Stanley J. Shapiro and Professor Goran Svensson.

Format:

Book

Contributor:

Shapiro, Stanley J.

Svensson, Göran.

Series:

European Business Review - Volume 19, Issue 6

European business review ; 19, no. 6

Language:

English

Subjects (All):

Marketing research.

Alderson, Wroe.

Physical Description:

1 online resource (104 p.)

Edition:

1st ed.

Place of Publication:

Bradford : Emerald Insight, c2007.

Language Note:

English

Summary:

In the editorial introduction to this e-book, Stanley J. Shapiro opens with the statement that Wroe Alderson was unquestionably the most influential marketing thinker of the mid-twentieth century. However, with the decline of Ph.D. seminars in the history of marketing thought and the development of marketing theory, fewer young academics have heard of Alderson let alone read his work. This publication, it is hoped and expected, will mark the beginning of renewed 21st century interest in the nature, the scope and the magnitude of Wroe Alderson's original contributions to marketing theory and

Contents:

Cover; CONTENTS; EDITORIAL ADVISORY BOARD; Guest editorial; Wroe Alderson: father of modern marketing; The Wroe river: the canyon carved by Alderson; Placing Wroe Alderson's contributions to buyer behavior in historical perspective; An Aldersonian explanation of twenty-first century "mass customization"; Economizing in differentiated distribution networks: a transvection approach; A comment on Alderson's intellectual legacy; Book review

Notes:

Description based upon print version of record.

ISBN:

1-281-14349-9

9786611143497

1-84663-685-X

OCLC:

192132922