A Twenty-First Century Guide to Aldersonian Marketing Thought

Part I. Wroe Alderson: The Man and His Interests

Part II. Alderson's Theory of Market Behavior - Selected Writings

Part III. Previously Published Commentaries and Evaluations on Alderson's Theory of Marketing

Part IV. Alderson's Contributions to Marketing Management

Part VI. Additional Insights

Part VII. Detailed Bibliographies.

From the reviews:"This collection is a tour de force of Alderson's most enduring concepts and is a must-read for anyone interested in understanding why we should be not only interested in but also deeply grateful to Wroe Alderson. He was a consummate scholar, a true Renaissance man, an iconoclast, and a change agent. It is customary to refer to Alderson as the leading marketing thinker of his time. Having read this book I think it is more than appropriate to drop the "of his time" portion of this description. I know of no one who has made more enduring theoretical contributions to (marketing science). I heartily recommend this volume to anyone who cares to learn more about Wroe Alderson's many contributions." -Richard J. Lutz, University of Florida, for the Journal of Marketing"The editors are to be commended for the way in which they have brought so much material together in one volume...representing a comprehensive appreciation of Alderson.  A Twenty-First Century Guide to Aldersonian Marketing Thought is an important contribution to the history of marketing and management theory and a demonstration of Alderson's relevance to contemporary practice." -David Lamond, Editor, Journal of Management History"Not just for up-coming generations of marketing scholars, A Twenty-First Century Guide to Aldersonian Marketing Thought  provides a veritable feast for all generations by offering thought provoking material for every segment of the marketing academy.  For scholars in marketing, (this volume) should be front and center on their bookshelf. A fitting tribute to the life, writings and intellectual legacy of Wroe Alderson, the Guide is a reference work of the first magnitude." -Eric H. Shaw, Florida Atlantic University, for the Journal of Macromarketing"The book has three major themes: glimpses into the kind of interesting character he was, key excerpts from his writings, and commentaries on the perceived current relevance of Aldersonian marketing thought. ... this book