奧爾德遜簡介
奧爾德遜（Wroe.Alderson），50年代美國最偉大的Marketing理論家。行銷功能主義學派的創始人。
- 1953年：MIT教授
- 1959年：賓夕法尼亞大學教授
奧爾德遜的主要著作
奧爾德遜的主要著作包括：
- 1957《市場行銷行動與經營行為》 (Marketing Behavior and Executive Action)60年代以前，最偉大、最系統的Marketing學術論著
- 1965《動態市場行銷活動》
奧爾德遜的研究方法論和理論依據
- 基本方法：
- 依據 Parsons 的功能主義，綜合分析市場行銷體系。即從經營者行為的角度把握市場行銷活動。
Wroe Alderson
Marketing was once considered a trade. Wroe Alderson proved it was a science as well.
After beginning his career as a consultant, Alderson joined the Wharton faculty in 1959. He quickly became the leading marketing theorist of his time. Alderson saw that mathematical models and quantitative techniques could be used to research and analyze consumer taste, the size of advertising budgets and sales forces, and in distributing marketing messages across media — techniques that helped create the field of market research.
Wharton Marketing Professor Paul Green calls Wroe Alderson an “intellectual monarch of marketing research.” But Alderson, he affectionately adds, was a Quaker with little time for monarchies. Today Wharton’s Marketing faculty comprise the most cited department in the world.
Under Alderson’s leadership, Wharton began to build a more scientific basis for marketing research and became a major force in applying analytic models to marketing challenges. With a firm belief that theory and practice go hand in hand, Alderson wrote the book, Marketing Behavior and Executive Action, which focused on social science rather than institutional economics.
Alderson, with his young colleague Green, opened a Management Science Center at Wharton in 1962. He used the center as part of his MBA course in Marketing Management, giving his students a chance to act as consultants and to practice new techniques on real-world problems — now common practice in MBA education. Alderson also established Wharton’s Annual Marketing Theory seminars, served as Trustee of the Marketing Institute, and engineered the migration of the famed Operations Research group at Case Institute to Wharton in 1963.
“He carved a course through which marketing theory would develop, drawing in streams of research from other researchers and other disciplines, eroding and shaping the assumptions of marketing research, carving out an indelible path of the landscape of marketing,” wrote Terry Beckman of Queens University in a paper titled “The Wroe River: The Canyon Carved by Alderson.”
