A comment on Alderson's intellectual legacy

被引：3
|
作者：
Fraedrich, John [1 ]
机构：
[1] Univ Wyoming, Coll Business, Laramie, WY 82071 USA
来源：
EUROPEAN BUSINESS REVIEW | 2007年 / 19卷 / 06期
关键词：
Marketing theory; Marketing;
D O I：
10.1108/09555340710830145
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Purpose - The purpose of this paper is to explain how Wroe Alderson's concepts have been cited and used in the last two decades as well as the gap that still exists for researchers to answer about the grand theory of marketing. Design/methodology/approach - The paper provides a comment on Alderson's intellectual legacy. Findings - The practical implication is that Alderson's 150 falsifiable, functionalistic propositions have not been empirically verified. Originality/value - The paper explains why Alderson's work is still important.
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页码：524 / 528
页数：5
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