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A Twenty-First Century Guide to Aldersonian Marketing ThoughtPlanning and Problem Solving in Marketing: A Book Review

A Twenty-First Century Guide to Aldersonian Marketing Thought: Planning and Problem Solving in... Chapter 23 PLANNING AND PROBLEM SOLVING IN MARKETING: A BOOK REVIEW Wroe Alderson and Paul Green. Homewood, Ill.: Richard D. Irwin, Inc., 1964. 661 pp. $13.35. Arnold E. Amstutz Sloan School of Management, Massachusetts lnstitute of Technology This volume contains the beginning of four books: a practical philosophy of management by authors’ well-acquainted with corporate infrastructures, an exposition of Bayesian decision theory by its foremost proponent, a how-to guide to executive planning and control, a pragmatic review of approaches to marketing strategy formulation and execution The book begins with Wroe Alderson’s sagacious observations on leadership, organizations, and executive personalities and motivations. His comments on the mechanics of power reveal an empathetic understanding of “the type of man who wants to sit at the head of the table.” His “six or seven general views of how to manage a business” provide a multidimensional evaluation of alternative management approaches ranging from the well-tuned up business that can run itself to the formal planning and systems approach associated with management by decision rule. Because of his discernment the reader may be disappointed by the lack of discussion in support of the author’s commitment to the negotiative process perspective. Those who matched wits http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

A Twenty-First Century Guide to Aldersonian Marketing ThoughtPlanning and Problem Solving in Marketing: A Book Review

Editors: Wooliscroft, Ben; Tamilia, Robert D.; Shapiro, Stanley J.
Amstutz, Arnold E.
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
321 –325
DOI
10.1007/0-387-28181-9_23
Publisher site
See Chapter on Publisher Site

Abstract

Chapter 23 PLANNING AND PROBLEM SOLVING IN MARKETING: A BOOK REVIEW Wroe Alderson and Paul Green. Homewood, Ill.: Richard D. Irwin, Inc., 1964. 661 pp. $13.35. Arnold E. Amstutz Sloan School of Management, Massachusetts lnstitute of Technology This volume contains the beginning of four books: a practical philosophy of management by authors’ well-acquainted with corporate infrastructures, an exposition of Bayesian decision theory by its foremost proponent, a how-to guide to executive planning and control, a pragmatic review of approaches to marketing strategy formulation and execution The book begins with Wroe Alderson’s sagacious observations on leadership, organizations, and executive personalities and motivations. His comments on the mechanics of power reveal an empathetic understanding of “the type of man who wants to sit at the head of the table.” His “six or seven general views of how to manage a business” provide a multidimensional evaluation of alternative management approaches ranging from the well-tuned up business that can run itself to the formal planning and systems approach associated with management by decision rule. Because of his discernment the reader may be disappointed by the lack of discussion in support of the author’s commitment to the negotiative process perspective. Those who matched wits

Published: Jan 1, 2006

Keywords: Structural Principle; Warehouse Location; Minimax Regret; Bayesian Decision Theory; Market Planning

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