A Twenty-First Century Guide to Aldersonian Marketing Thought
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
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A TWENTY-FIRST CENTURY GUIDE TO ALDERSONIAN MARKETING THOUGHT
Edited by
BEN WOOLISCROFT University of Otago
ROBERT D. TAMILIA University of Quebec at Montreal
STANLEY J. SHAPIRO Simon Fraser University
Kluwer Academic Publishers Boston/Dordrecht/London
Library of Congress Cataloging-in-Publication Data A C.I.P. Catalogue record for this book is available from the Library of Congress. ISBN-10: 0-387-26175-3 ISBN-13: 978-0387-26175-1
e-ISBN-10: 0-387-28181-9 Printed on acid-free paper. e-ISBN-13: 978-0387-28181-0
¤ 2006 Springer Science+Business Media, Inc. All rights reserved. This work may not be translated or copied in whole or in part without the written permission of the publisher (Springer Science+Business Media, Inc., 233 Spring Street, New York, NY 10013, USA), except for brief excerpts in connection with reviews or scholarly analysis. Use in connection with any form of information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now know or hereafter developed is forbidden. The use in this publication of trade names, trademarks, service marks and similar terms, even if the are not identified as such, is not to be taken as an expression of opinion as to whether or not they are subject to proprietary rights. Printed in the United States of America. 9 8 7 6 5 4 3 2 1 springeronline.com
SPIN 11330455
This book is dedicated to the memory of Wroe Alderson, the most important figure in the development of theory of marketing.
Contents
Dedication List of Figures List of Tables Authors Contributing Original Works Preface Acknowledgments
vi xi xiii xv xvii xix
Part I Wroe Alderson: The Man 1 Wroe Alderson a Life Ben Wooliscroft
3
Part II Alderson’s Theory of Market Behavior — Selected Writings 2 Introduction to Part II Ben Wooliscroft
35
3 Towards a Theory of Marketing Wroe Alderson, Reavis Cox
39
4 The Analytical Framework for Marketing Wroe Alderson
61
5 Survival and Adjustment in Organized Behavior Systems Wroe Alderson
75
6 Survival and Growth of Systems Wroe Alderson
95
viii
ALDERSONIAN MARKETING THOUGHT
7 The Power Principle Wroe Alderson
107
8 Marketing Efficiency and the Principle of Postponement Wroe Alderson
109
9 Competition for Differential Advantage Wroe Alderson
115
10 Matching and Sorting: The Logic of Exchange Wroe Alderson
143
11 Introduction to Functionalism Wroe Alderson
165
12 Functionalism: Descriptive and Normative Wroe Alderson
185
13 The Heterogeneous Market and the Organized Behavior System Wroe Alderson
189
14 Information Flows in Heterogeneous Markets Wroe Alderson
217
15 Transactions and Transvections Wroe Alderson
229
16 Cooperation and Conflict in Marketing Channels Wroe Alderson
251
Part III Wroe Alderson — Writings on Management Practice and Ethical Behavior 17 Introduction to Part III Stanley J. Shapiro
271
18 Alderson, Sessions and the 1950s Manager Robert F. Lusch
275
Contents 19 A Basic Guide to Market Planning Wroe Alderson 20 Researcher Finds a Void in Freud. . . Advertise
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