Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

A Twenty-First Century Guide to Aldersonian Marketing ThoughtIntroduction to Part III: Wroe Alderson — Writings on Management Practice and Ethical Behavior

A Twenty-First Century Guide to Aldersonian Marketing Thought: Introduction to Part III: Wroe... Chapter 17 INTRODUCTION TO PART III: WROE ALDERSON — WRITINGS ON MANAGEMENT PRACTICE AND ETHICAL BEHAVIOR Stanley J. Shapiro Wroe Alderson wrote for managers. He often did this indirectly in the sense that he believed nothing was more managerially relevant than sound market- ing theory. However, both as a long time consultant and concerned citizen, he also authored a considerable volume of more applied material, directed to- ward already practicing managers and appearing in publications such managers might be expected to read. The selections reproduced below provide a feel for Aldersonian thinking both as regards best management practice and, as well, acceptable ethical behavior. The first selection in this section was written by Dr. Robert Lusch some 15 years after Alderson’s death. It highlights the nature and scope of Cost and Profit Outlook, the newsletter published by Alderson and Sessions. That publication over time came to be widely read both by marketing practitioners and by academics. In most respects, the Lusch selection speaks for itself. However, the American Marketing Association subsequently decided not to proceed with publishing the complete set of Cost and Profit Outlooks unless it received a publishing subvention. That decision effectively killed the project. Hopefully, it http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

A Twenty-First Century Guide to Aldersonian Marketing ThoughtIntroduction to Part III: Wroe Alderson — Writings on Management Practice and Ethical Behavior

Editors: Wooliscroft, Ben; Tamilia, Robert D.; Shapiro, Stanley J.
Shapiro, Stanley J.
A Twenty-First Century Guide to Aldersonian Marketing Thought — Jan 1, 2006
Download PDF
2 pages

Loading next page...
 
/lp/springer-journals/a-twenty-first-century-guide-to-aldersonian-marketing-thought-0wtASil09F

References (0)

References for this paper are not available at this time. We will be adding them shortly, thank you for your patience.

Publisher
Springer US
Copyright
© Springer Science+Business Media, Inc. 2006
ISBN
978-0-387-26175-1
Pages
271 –273
DOI
10.1007/0-387-28181-9_17
Publisher site
See Chapter on Publisher Site

Abstract

Chapter 17 INTRODUCTION TO PART III: WROE ALDERSON — WRITINGS ON MANAGEMENT PRACTICE AND ETHICAL BEHAVIOR Stanley J. Shapiro Wroe Alderson wrote for managers. He often did this indirectly in the sense that he believed nothing was more managerially relevant than sound market- ing theory. However, both as a long time consultant and concerned citizen, he also authored a considerable volume of more applied material, directed to- ward already practicing managers and appearing in publications such managers might be expected to read. The selections reproduced below provide a feel for Aldersonian thinking both as regards best management practice and, as well, acceptable ethical behavior. The first selection in this section was written by Dr. Robert Lusch some 15 years after Alderson’s death. It highlights the nature and scope of Cost and Profit Outlook, the newsletter published by Alderson and Sessions. That publication over time came to be widely read both by marketing practitioners and by academics. In most respects, the Lusch selection speaks for itself. However, the American Marketing Association subsequently decided not to proceed with publishing the complete set of Cost and Profit Outlooks unless it received a publishing subvention. That decision effectively killed the project. Hopefully, it

Published: Jan 1, 2006

Keywords: Ethical Business; Ethical Behavior; Marketing Management; American Market Association; Marketing Planning

There are no references for this article.