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A Twenty-First Century Guide to Aldersonian Marketing ThoughtWroe Alderson’s Vision Renewed and Rehabilitated: Social Structures and Marketing Theories

A Twenty-First Century Guide to Aldersonian Marketing Thought: Wroe Alderson’s Vision Renewed and... [Wroe Alderson, whose influence peaked in the late 1950s, embraced classic structural/functional social theory. Around the time of Alderson’s death in the 1960s, however, the homoeostatic (self regulating) nature of the then-dominant models of the social sciences declined in influence. In addition, the 4 Ps marketing management approach arose as a powerful and unifying orientation within marketing. Due to these developments, the influence of Alderson’s structural/functional model withered. Using Kenneth Boulding’s general systems framework, the value of Alderson’s vision and its ability to be rehabilitated are discussed. Because a revised Aldersonian perspective can deal with how social structures evolve, change, and respond to an evolving world, it has a bright future in marketing theory and practice.] http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

A Twenty-First Century Guide to Aldersonian Marketing ThoughtWroe Alderson’s Vision Renewed and Rehabilitated: Social Structures and Marketing Theories

Editors: Wooliscroft, Ben; Tamilia, Robert D.; Shapiro, Stanley J.
Walle, Alf H.
A Twenty-First Century Guide to Aldersonian Marketing Thought — Jan 1, 2006
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References (11)

Publisher
Springer US
Copyright
© Springer Science+Business Media, Inc. 2006
ISBN
978-0-387-26175-1
Pages
513 –528
DOI
10.1007/0-387-28181-9_35
Publisher site
See Chapter on Publisher Site

Abstract

[Wroe Alderson, whose influence peaked in the late 1950s, embraced classic structural/functional social theory. Around the time of Alderson’s death in the 1960s, however, the homoeostatic (self regulating) nature of the then-dominant models of the social sciences declined in influence. In addition, the 4 Ps marketing management approach arose as a powerful and unifying orientation within marketing. Due to these developments, the influence of Alderson’s structural/functional model withered. Using Kenneth Boulding’s general systems framework, the value of Alderson’s vision and its ability to be rehabilitated are discussed. Because a revised Aldersonian perspective can deal with how social structures evolve, change, and respond to an evolving world, it has a bright future in marketing theory and practice.]

Published: Jan 1, 2006

Keywords: Popular Culture; Market Theory; General System Theory; Marxist Theory; Marketing Theory

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