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A Twenty-First Century Guide to Aldersonian Marketing ThoughtThe Heterogeneous Market and the Organized Behavior System

A Twenty-First Century Guide to Aldersonian Marketing Thought: The Heterogeneous Market and the... Chapter 13 THE HETEROGENEOUS MARKET AND THE ORGANIZED BEHAVIOR SYSTEM Wroe Alderson A theory of marketing explains how markets work. The ultimate purpose of theory is to find a way of making markets work better. Theory selects from the mass of marketing facts a set of events and activities which appear to hang together and to determine the outcome of the marketing process. A purely de- scriptive or historical treatment of marketing would not be marketing theory. Sheer curiosity about marketing institutions, past or present, doubtless has its own rewards. Reflection on one’s own marketing experience or on the way that marketing was conducted in the past is a primary source of theoretical concepts. Theory emerges only when an attempt is made to predict the outcome of market- ing activities. Marketing science advances by basing predictions on theory and then determining through observation or measurement whether the predicted events actually occurred. The ultimate application of marketing science is in the marketing plans designed to bring about improved marketing operations. Marketing theory is not a new thing under the sun. Special theories of how advertising works or marketing channels work or consumer motivation works are presented every day in marketing http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

A Twenty-First Century Guide to Aldersonian Marketing ThoughtThe Heterogeneous Market and the Organized Behavior System

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
189 –215
DOI
10.1007/0-387-28181-9_13
Publisher site
See Chapter on Publisher Site

Abstract

Chapter 13 THE HETEROGENEOUS MARKET AND THE ORGANIZED BEHAVIOR SYSTEM Wroe Alderson A theory of marketing explains how markets work. The ultimate purpose of theory is to find a way of making markets work better. Theory selects from the mass of marketing facts a set of events and activities which appear to hang together and to determine the outcome of the marketing process. A purely de- scriptive or historical treatment of marketing would not be marketing theory. Sheer curiosity about marketing institutions, past or present, doubtless has its own rewards. Reflection on one’s own marketing experience or on the way that marketing was conducted in the past is a primary source of theoretical concepts. Theory emerges only when an attempt is made to predict the outcome of market- ing activities. Marketing science advances by basing predictions on theory and then determining through observation or measurement whether the predicted events actually occurred. The ultimate application of marketing science is in the marketing plans designed to bring about improved marketing operations. Marketing theory is not a new thing under the sun. Special theories of how advertising works or marketing channels work or consumer motivation works are presented every day in marketing

Published: Jan 1, 2006

Keywords: Behavior System; Partial Homogeneity; Marketing Channel; National Brand; Marketing Theory

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