02741nam 2200565Ia 450 991082275850332120200520144314.01-281-14349-997866111434971-84663-685-X(CKB)1000000000398936(EBL)328720(OCoLC)192132922(SSID)ssj0000672803(PQKBManifestationID)11931779(PQKBTitleCode)TC0000672803(PQKBWorkID)10635536(PQKB)10063371(MiAaPQ)EBC328720(Au-PeEL)EBL328720(CaPaEBR)ebr10211680(EXLCZ)99100000000039893620051220d2007 uy 0engurcn|||||||||txtccrEuropean business reviewVolume 19, Number 6Assessing and building upon Wroe Alderson's intellectual legacy /guest editors: Professor Stanley J. Shapiro and Professor Goran Svensson1st ed.Bradford Emerald Insightc20071 online resource (104 p.)European business review ;19, no. 6Description based upon print version of record.1-84663-684-1 Cover; CONTENTS; EDITORIAL ADVISORY BOARD; Guest editorial; Wroe Alderson: father of modern marketing; The Wroe river: the canyon carved by Alderson; Placing Wroe Alderson's contributions to buyer behavior in historical perspective; An Aldersonian explanation of twenty-first century "mass customization"; Economizing in differentiated distribution networks: a transvection approach; A comment on Alderson's intellectual legacy; Book reviewIn the editorial introduction to this e-book, Stanley J. Shapiro opens with the statement that Wroe Alderson was unquestionably the most influential marketing thinker of the mid-twentieth century. However, with the decline of Ph.D. seminars in the history of marketing thought and the development of marketing theory, fewer young academics have heard of Alderson let alone read his work. This publication, it is hoped and expected, will mark the beginning of renewed 21st century interest in the nature, the scope and the magnitude of Wroe Alderson's original contributions to marketing theory andEuropean Business Review - Volume 19, Issue 6Marketing researchMarketing research.658.8/3Shapiro Stanley J14795Svensson Goran0MiAaPQMiAaPQMiAaPQBOOK9910822758503321European business review4059798UNINA