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Assessing and building upon Wroe Alderson's intellectual legacy /

In 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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Shapiro, Stanley J., Svensson, Göran
Formato: Electrónico eBook
Idioma:Inglés
Publicado: [Bradford, England] : Emerald, [2007]
Colección:European business review ; v. 19, no. 6.
Temas:
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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 review.