Alderson's general theory of marketing: A formalization

Shelby D. Hunt; James A. Muncy; Nina M. Ray

doi:10.1007/0-387-28181-9_26

Alderson's general theory of marketing: A formalization

Shelby D. Hunt, James A. Muncy, Nina M. Ray

Business Administration

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

Abstract

Wroe Alderson is one of three marketers to attempt a general theory of marketing. Substantial controversy exists concerning this general theory, partially because few understand Alderson and his work. The authors attempt to clarify Alderson's work by formalizing his theory.

Original language	English
Title of host publication	A Twenty-First Century Guide to Aldersonian Marketing Thought
Publisher	Springer US
Pages	337-349
Number of pages	13
ISBN (Print)	0387261753, 9780387261751
DOIs	https://doi.org/10.1007/0-387-28181-9_26
State	Published - 2006

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10.1007/0-387-28181-9_26

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title = "Alderson's general theory of marketing: A formalization",

abstract = "Wroe Alderson is one of three marketers to attempt a general theory of marketing. Substantial controversy exists concerning this general theory, partially because few understand Alderson and his work. The authors attempt to clarify Alderson's work by formalizing his theory.",

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AU - Ray, Nina M.

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BT - A Twenty-First Century Guide to Aldersonian Marketing Thought

PB - Springer US

ER -

Alderson's general theory of marketing: A formalization

Abstract

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