Alderson's general theory of marketing: A formalization

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

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


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 languageEnglish
Title of host publicationA Twenty-First Century Guide to Aldersonian Marketing Thought
PublisherSpringer US
Number of pages13
ISBN (Print)0387261753, 9780387261751
StatePublished - 2006


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