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Father of Marketing

Who is it? The father of marketing is Mr. Wroe Alderson. Wroe Alderson (18981965) is widely recognized as the most important marketing theorist of the twentieth century[1] and the "father of modern marketing". Why? MARKETING was once considered a trade. Wroe Alderson proved it was a science as well. A significant element of his contribution to marketing thinking is his insistence upon an interdisciplinary approach, attracting the interest of scientists from other fields and borrowing from other disciplines such as psychology, philosophy and anthropology. While always deeply involved in the advancement of marketing science he also believed that theory and practice go hand in hand. This also suited his scientific method. From a methodological perspective, he emphasized inductive theorizing from market place events, providing a balanced to the neoclassical theories of firm behaviour. He also had the ability to communicate in the language of many disciplines and to bridge the business and academic communities . He argued that firms are ecological systems that grow and adapt to change; each seeks its own niche based on organised behaviour systems. He also argued for heterogeneity of both supply and demand, introducing the ideas of market segmentation and niche marketing and the status of the brand. Increased product variety provides consumers with offerings nearer their ideal points. Firms can strive for differential advantage through product variety. Background: 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 Whartons Marketing faculty comprise the most cited department in the world. Under Aldersons 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 Whartons 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. Source: Wikipedia and The Wharton School Official Website