Wroe Alderson's vision renewed and rehabilitated: Social structures and marketing theories

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. © 2006 Springer Science+Business Media, Inc.