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A Twenty-First Century Guide to Aldersonian Marketing ThoughtThe Analytical Framework for Marketing

A Twenty-First Century Guide to Aldersonian Marketing Thought: The Analytical Framework for... Chapter 4 THE ANALYTICAL FRAMEWORK FOR MARKETING Wroe Alderson Mr. Alderson is President of Alderson Associates, Inc., Philadelphia. My assignment is to discuss the analytical framework for marketing. Since our general purpose here is to consider the improvement of the marketing cur- riculum, I assume that the paper I have been asked to present might serve two functions. The first is to present a perspective of marketing which might be the basis of a marketing course at either elementary or advanced levels. The other is to provide some clue as to the foundations in the social sciences upon which an analytical framework for marketing may be built. Economics has some legitimate claim to being the original science of mar- kets. Received economic theory provides a framework for the analysis of mar- keting functions which certainly merits the attention of marketing teachers and practitioners. It is of little importance whether the point of view I am about to present is a version of economics, a hybrid of economics and sociology, or the application of a newly emergent general science of human behavior to market- ing problems. The analytical framework which I find congenial at least reflects some general knowledge of http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

A Twenty-First Century Guide to Aldersonian Marketing ThoughtThe Analytical Framework for Marketing

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
61 –73
DOI
10.1007/0-387-28181-9_4
Publisher site
See Chapter on Publisher Site

Abstract

Chapter 4 THE ANALYTICAL FRAMEWORK FOR MARKETING Wroe Alderson Mr. Alderson is President of Alderson Associates, Inc., Philadelphia. My assignment is to discuss the analytical framework for marketing. Since our general purpose here is to consider the improvement of the marketing cur- riculum, I assume that the paper I have been asked to present might serve two functions. The first is to present a perspective of marketing which might be the basis of a marketing course at either elementary or advanced levels. The other is to provide some clue as to the foundations in the social sciences upon which an analytical framework for marketing may be built. Economics has some legitimate claim to being the original science of mar- kets. Received economic theory provides a framework for the analysis of mar- keting functions which certainly merits the attention of marketing teachers and practitioners. It is of little importance whether the point of view I am about to present is a version of economics, a hybrid of economics and sociology, or the application of a newly emergent general science of human behavior to market- ing problems. The analytical framework which I find congenial at least reflects some general knowledge of

Published: Jan 1, 2006

Keywords: Analytical Framework; Marketing Channel; Marketing System; Marketing Organization; Symptomatic Behavior

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