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A Twenty-First Century Guide to Aldersonian Marketing ThoughtIntroduction to Functionalism

A Twenty-First Century Guide to Aldersonian Marketing Thought: Introduction to Functionalism Chapter 11 Wroe Alderson Theory and research are the major aspects of science. The interaction be- tween theory and research is a necessary condition for scientific advancement. Marketing research, as the systematic collection of facts about markets, is com- monly dated from 1911. For the first thirty-five years there was little interest in marketing theory. The primary goal of fact-finding was to aid marketing executives in understanding and solving specific marketing problems. Surveys were not designed to test theoretical propositions and very little explicit theory existed. Marketing Behavior and Executive Action, published by this author in 1957, was the first book-length effort to lay the groundwork for a separate theory of marketing. This book was divided into three parts, the first two attempting to sketch a general theory of marketing, and the third suggesting principles of executive action oriented to the marketing theory. This third part has now been augmented, or supplanted, by the publication in 1964 of Planning and Problem Solving in Marketing by Alderson and Green. The present volume is a greatly expanded and completely rewritten version of the statement on marketing theory contained in the first two parts of Marketing Behavior and Executive Action. This book http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

A Twenty-First Century Guide to Aldersonian Marketing ThoughtIntroduction to Functionalism

Editors: Wooliscroft, Ben; Tamilia, Robert D.; Shapiro, Stanley J.
Alderson, Wroe
A Twenty-First Century Guide to Aldersonian Marketing Thought — Jan 1, 2006
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Publisher
Springer US
Copyright
© Springer Science+Business Media, Inc. 2006
ISBN
978-0-387-26175-1
Pages
165 –184
DOI
10.1007/0-387-28181-9_11
Publisher site
See Chapter on Publisher Site

Abstract

Chapter 11 Wroe Alderson Theory and research are the major aspects of science. The interaction be- tween theory and research is a necessary condition for scientific advancement. Marketing research, as the systematic collection of facts about markets, is com- monly dated from 1911. For the first thirty-five years there was little interest in marketing theory. The primary goal of fact-finding was to aid marketing executives in understanding and solving specific marketing problems. Surveys were not designed to test theoretical propositions and very little explicit theory existed. Marketing Behavior and Executive Action, published by this author in 1957, was the first book-length effort to lay the groundwork for a separate theory of marketing. This book was divided into three parts, the first two attempting to sketch a general theory of marketing, and the third suggesting principles of executive action oriented to the marketing theory. This third part has now been augmented, or supplanted, by the publication in 1964 of Planning and Problem Solving in Marketing by Alderson and Green. The present volume is a greatly expanded and completely rewritten version of the statement on marketing theory contained in the first two parts of Marketing Behavior and Executive Action. This book

Published: Jan 1, 2006

Keywords: Behavioral Science; Small System; Market Systemic; Theoretical Position; Marketing System

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