Purpose – This paper seeks to record the author's personal reflections on his career as a marketing scholar. Design/methodology/approach – Personal reflections are provided in an autobiographical approach. Findings – The author's career as a student, teacher, and scholar are described in...

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...