Purpose – The purpose of this paper is to show that Wroe Alderson's contributions to marketing thought earn him … recognition as the “Father of Modern Marketing.” Design/methodology/approach – An extensive review of writings by and about … Alderson, a thorough examination of the history of marketing thought literature, and the personal remembrances of one of the …

Purpose – To review and provide a new perspective on how Wroe Alderson contributed to marketing theory, and rekindle … interest in his lines of research and the further development of marketing theory. Design/methodology/approach – A metaphor is … and concepts. Findings – Alderson was a creative, hard working, practical marketing theorist with a drive to develop a …

in this domain of marketing. Design/methodology/approach – This research relied heavily on Alderson's own published work …

, Alderson's main concepts are compared and contrasted with today's marketing phenomena and are used for updating traditional …/implications – This is a conceptual paper meant to emphasize the apparent explanatory power of Alderson's concepts to today's marketing … no longer accurately explain marketing phenomena arising from the growth of the internet and mass customization. Alderson …

decades as well as the gap that still exists for researchers to answer about the grand theory of marketing. Design …

Purpose – The purpose of this paper is to examine the widely‐held belief that marketing holds customers in thrall and … the mesmeric marketing phenomenon, it embraces an artistic perspective, focusing on three crucial cultural “moments” in … only works but is an established marketing practice. Practical implications – The paper suggests that marketers should …

of this paper is to ask if conventional reading and writing practices are fit for marketing purpose. Design … concerns of marketing thought leaders are also incorporated as required. Findings – Academic articles are unreadable and unread … limitations/implications – The best way forward is to look back at the approaches that prevailed prior to marketing's mid‐'60s …

Purpose – The purpose of this article is to describe the life and contributions to the marketing discipline of Theodore … paper reports on Beckman's life and career as an eminent marketing scholar. Originality/value – Little biographical research … has been published in the marketing discipline and to date only a brief sketch of Beckman was published in the Journal of …