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A Twenty-First Century Guide to Aldersonian Marketing ThoughtTowards a Theory of Marketing

A Twenty-First Century Guide to Aldersonian Marketing Thought: Towards a Theory of Marketing Chapter 3 Wroe Alderson Alderson and Sessions, Inc. Reavis Cox University of Pennsylvania EDITOR’S NOTE : The authors explain the need for the development of market- ing theory and indicate some of the sources from which such a body of knowledge will come as well as some of the directions that further work along these lines might take. The editors invite comments and papers concerning the views ex- pressed by the authors, gaps in existing theory not mentioned by them, possible additional areas upon which theory may draw and the proper organization of marketing theory into an integrated whole. 1. The Lively Interest in Marketing Theory Conspicuous in the professional study of marketing in recent years has been a lively and growing interest in the theory of marketing, i.e., the general or abstract principles underlying the body of facts which comprise this field. Perhaps the best overt evidence of this interest lies in the enthusiasm with which members of the American Marketing Association and its chapters respond to invitations that they attend meetings or prepare papers concerned with theoretical topics. This interest in theory seems to have arisen spontaneously and independently in a number of places at the same http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

A Twenty-First Century Guide to Aldersonian Marketing ThoughtTowards a Theory of Marketing

Editors: Wooliscroft, Ben; Tamilia, Robert D.; Shapiro, Stanley J.
Alderson, Wroe; Cox, Reavis
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
39 –59
DOI
10.1007/0-387-28181-9_3
Publisher site
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Abstract

Chapter 3 Wroe Alderson Alderson and Sessions, Inc. Reavis Cox University of Pennsylvania EDITOR’S NOTE : The authors explain the need for the development of market- ing theory and indicate some of the sources from which such a body of knowledge will come as well as some of the directions that further work along these lines might take. The editors invite comments and papers concerning the views ex- pressed by the authors, gaps in existing theory not mentioned by them, possible additional areas upon which theory may draw and the proper organization of marketing theory into an integrated whole. 1. The Lively Interest in Marketing Theory Conspicuous in the professional study of marketing in recent years has been a lively and growing interest in the theory of marketing, i.e., the general or abstract principles underlying the body of facts which comprise this field. Perhaps the best overt evidence of this interest lies in the enthusiasm with which members of the American Marketing Association and its chapters respond to invitations that they attend meetings or prepare papers concerned with theoretical topics. This interest in theory seems to have arisen spontaneously and independently in a number of places at the same

Published: Jan 1, 2006

Keywords: Price Discrimination; Group Behavior; Retail Trade; Market Theory; American Market Association

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