ABSTRACT Marketing Behavior and Executive Action (MBEA) (1957) is a breakthrough. In Alderson’s view, marketing theorists should labor toward the creation of a general theory of marketing. Such a theory should be composed of a set of propositions which are consistent among themselves and relevant to the actual practice of marketing. Thus, his theory of market behavior employed the following three concepts: organized behavior systems, heterogeneous markets, and sorting functions.
Wroe Alderson (1898–1965), an active Quaker, is widely recognized as the most important marketing theorist of the twentieth century and the "father of modern marketing". Alderson’s academic training was at George Washington, MIT and the University of Pennsylvania. He served as president of the American Marketing Association and was highly active in The Institute of Management Sciences. He began his business career at the .
marketing behavior, there has been marketing. twentieth century of 12 schools of marketing. thought, including the three traditional ones. With the publication of Wroe. Alderson’s (1957) Marketing Behavior and. Executive Action, the modern era of marketing. For example, early sections of this chapter. Perhaps the earliest approach to studying the. history of marketing thought, one that continues to. have relevance and popularity, is a marketing disci-. This more recent era has seen a proliferation. of schools of thought (. marketing management
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Alderson, Wroe (1957). Marketing Behavior and Executive Action: A Functionalist Approach to Marketing. In: Wooliscroft . Tamilia . eds) A Twenty-First Century Guide to Aldersonian Marketing Thought. Springer, Boston, MA. Richard D. Irwin In. Homewood. Alderson, Wroe (1965). Dynamic Marketing Behavior: A Functionalist Theory of Marketing. Buchanan, J. M. (1964). 1007/0-387-28181-9 27.
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The study of the history of marketing, as a discipline, is meaningful because it helps to define the baselines upon which change can be recognised and understand how the discipline evolves in response to those changes
The study of the history of marketing, as a discipline, is meaningful because it helps to define the baselines upon which change can be recognised and understand how the discipline evolves in response to those changes.
Marketing as a distinct discipline is approximately a century old. This milestone having been reached, it is an appropriate time to ponder the achievements and woes of the discipline and its future challenges. This article attempts to capture the development of marketing thought and practice over the last century, and considers the implications of these developments for, inter alia, marketing education and marketing management.