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A Twenty-First Century Guide to Aldersonian Marketing ThoughtTo Teach or Not to Teach Alderson? There is No Question

A Twenty-First Century Guide to Aldersonian Marketing Thought: To Teach or Not to Teach Alderson?... Chapter 36 TO TEACH OR NOT TO TEACH ALDERSON? ∗† THERE IS NO QUESTION Ian Wilkinson University of New South Wales Louise Young University of Technology Sydney 1. Introduction There is a lack of acknowledgment and inclusion of the writings of Wroe Alderson in most marketing courses, even though many of our basic marketing concepts and principles may be traced back to him. Fewer and fewer students, including trainee academics, encounter his work directly in their studies. A web- based search for “Wroe Alderson” on Google (10 February, 2005) uncovered only 652 references and only a few of them directly relate to teaching (e.g. subject outlines, discussions of the importance of teaching Alderson) plus a few more given over to resources that might be intended for use in teaching. And marketing texts that take a more Aldersonian functionalist or systems type approach (e.g. Dixon and Wilkinson, 1982, Fisk, 1967, Narver and Savitt, 1971) are long out of print. Does this mean Alderson’s ideas are no longer relevant or are they appro- priately incorporated indirectly in modern texts and research without the need to refer to original sources? If relevant, what should we teach about Alderson and to whom? To http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

A Twenty-First Century Guide to Aldersonian Marketing ThoughtTo Teach or Not to Teach Alderson? There is No Question

Editors: Wooliscroft, Ben; Tamilia, Robert D.; Shapiro, Stanley J.
Wilkinson, Ian; Young, Louise
A Twenty-First Century Guide to Aldersonian Marketing Thought — Jan 1, 2006
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References (30)

Publisher
Springer US
Copyright
© Springer Science+Business Media, Inc. 2006
ISBN
978-0-387-26175-1
Pages
529 –538
DOI
10.1007/0-387-28181-9_36
Publisher site
See Chapter on Publisher Site

Abstract

Chapter 36 TO TEACH OR NOT TO TEACH ALDERSON? ∗† THERE IS NO QUESTION Ian Wilkinson University of New South Wales Louise Young University of Technology Sydney 1. Introduction There is a lack of acknowledgment and inclusion of the writings of Wroe Alderson in most marketing courses, even though many of our basic marketing concepts and principles may be traced back to him. Fewer and fewer students, including trainee academics, encounter his work directly in their studies. A web- based search for “Wroe Alderson” on Google (10 February, 2005) uncovered only 652 references and only a few of them directly relate to teaching (e.g. subject outlines, discussions of the importance of teaching Alderson) plus a few more given over to resources that might be intended for use in teaching. And marketing texts that take a more Aldersonian functionalist or systems type approach (e.g. Dixon and Wilkinson, 1982, Fisk, 1967, Narver and Savitt, 1971) are long out of print. Does this mean Alderson’s ideas are no longer relevant or are they appro- priately incorporated indirectly in modern texts and research without the need to refer to original sources? If relevant, what should we teach about Alderson and to whom? To

Published: Jan 1, 2006

Keywords: Marketing Management; Market Theory; Marketing System; Marketing Theory; Executive Action

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