A Twenty-First Century Guide to Aldersonian Marketing Thought

The book has three major themes: glimpses into the kind of interesting character he was, key excerpts from his writings, and commentaries on the perceived current relevance of Aldersonian marketing thought. … this book is an excellent vehicle for educating people on a guru, influencer, theoretician, practitioner and leader in the development of marketing theory. … this is a valuable resource for anyone desiring to know about marketing theory and to understand the genesis of a number of concepts currently found in today’s marketing textbooks.