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A Twenty-First Century Guide to Aldersonian Marketing ThoughtAlderson and Chamberlin

A Twenty-First Century Guide to Aldersonian Marketing Thought: Alderson and Chamberlin Chapter 25 E. T. Grether The late Wroe Alderson had agreed to write this essay on Chamberlin’s impact on marketing literature. His untimely death led to the substitution of the present writer on the assignment. Although Alderson’s files did not disclose any formal work on the Chamberlin essay, a posthumous book (Alderson, 1965), in conjunction with his earlier writings, does suggest the possible nature of Alderson’s interpretation. Wroe Alderson was without doubt the most influential “marketing theorist” in recent times in the United States. His influence radiated both from his voluminous writings and from his personal force, the latter exerted especially through the annual summer seminars on marketing theory of which he was the architect and continuing intellectual provocateur. Alderson’s interests and talents were unique in many respects, including a profound interest in both theory and marketing action. During all of his life he was engaged in active consultation and in private practice for business and government, either on a personal basis or, in later years, through the consulting firm that bore his name. Although he had some interest in theory for the sake of theory, his basic orientation was in theory oriented toward marketing action. His best-known book http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

A Twenty-First Century Guide to Aldersonian Marketing ThoughtAlderson and Chamberlin

Editors: Wooliscroft, Ben; Tamilia, Robert D.; Shapiro, Stanley J.
Grether, E. T.
A Twenty-First Century Guide to Aldersonian Marketing Thought — Jan 1, 2006
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References (3)

Publisher
Springer US
Copyright
© Springer Science+Business Media, Inc. 2006
ISBN
978-0-387-26175-1
Pages
333 –336
DOI
10.1007/0-387-28181-9_25
Publisher site
See Chapter on Publisher Site

Abstract

Chapter 25 E. T. Grether The late Wroe Alderson had agreed to write this essay on Chamberlin’s impact on marketing literature. His untimely death led to the substitution of the present writer on the assignment. Although Alderson’s files did not disclose any formal work on the Chamberlin essay, a posthumous book (Alderson, 1965), in conjunction with his earlier writings, does suggest the possible nature of Alderson’s interpretation. Wroe Alderson was without doubt the most influential “marketing theorist” in recent times in the United States. His influence radiated both from his voluminous writings and from his personal force, the latter exerted especially through the annual summer seminars on marketing theory of which he was the architect and continuing intellectual provocateur. Alderson’s interests and talents were unique in many respects, including a profound interest in both theory and marketing action. During all of his life he was engaged in active consultation and in private practice for business and government, either on a personal basis or, in later years, through the consulting firm that bore his name. Although he had some interest in theory for the sake of theory, his basic orientation was in theory oriented toward marketing action. His best-known book

Published: Jan 1, 2006

Keywords: Marketing Action; Pure Competition; Executive Action; Marketing Treatment; Sales Experience

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