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Wroe Alderson’s Vision Renewed and Rehabilitated: Social Structures and Marketing Theories

In: A Twenty-First Century Guide to Aldersonian Marketing Thought

Author

Listed:
  • Alf H. Walle

    (Erskine College)

Abstract

Wroe Alderson, whose influence peaked in the late 1950s, embraced classic structural/functional social theory. Around the time of Alderson’s death in the 1960s, however, the homoeostatic (self regulating) nature of the then-dominant models of the social sciences declined in influence. In addition, the 4 Ps marketing management approach arose as a powerful and unifying orientation within marketing. Due to these developments, the influence of Alderson’s structural/functional model withered. Using Kenneth Boulding’s general systems framework, the value of Alderson’s vision and its ability to be rehabilitated are discussed. Because a revised Aldersonian perspective can deal with how social structures evolve, change, and respond to an evolving world, it has a bright future in marketing theory and practice.

Suggested Citation

  • Alf H. Walle, 2006. "Wroe Alderson’s Vision Renewed and Rehabilitated: Social Structures and Marketing Theories," Springer Books, in: Ben Wooliscroft & Robert D. Tamilia & Stanley J. Shapiro (ed.), A Twenty-First Century Guide to Aldersonian Marketing Thought, chapter 0, pages 513-528, Springer.
    • Handle: RePEc:spr:sprchp:978-0-387-28181-0_35
    DOI: 10.1007/0-387-28181-9_35
    as

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