In the editorial introduction to this e-book, Stanley J. Shapiro opens with the statement that Wroe Alderson was unquestionably the most influential marketing thinker of the mid-twentieth century. However, with the decline of Ph.D. seminars in the history of marketing thought and the development...

This e-book includes articles from an exclusive group of "global thought leaders". This selected group consists of academics that have had a lifetime of experience in their field of expertise. The contributors are distinguished and well-known members of academia, and the purpose the e-book is to...