Abstract
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. © 2006 Springer Science+Business Media, Inc.
Cite
CITATION STYLE
APA
Hunt, S. D., Muncy, J. A., & Ray, N. M. (2006). Alderson’s general theory of marketing: A formalization. In A Twenty-First Century Guide to Aldersonian Marketing Thought (pp. 337–349). Springer US. https://doi.org/10.1007/0-387-28181-9_26
Register to see more suggestions
Mendeley helps you to discover research relevant for your work.
Already have an account? Sign in
Sign up for free