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 of marketing theory, fewer young academics have heard of Alderson let alone read his work. This publication, it is hoped and expected, will mark the beginning of renewed 21st century interest in the nature, the scope and the magnitude of Wroe Alderson's original contributions to marketing theory and thought. The content of the e-book provides readers both with a feel for Aldersonian thought and an appreciation of the historical and contemporary relevance of that thought. Both those whose "remembrance of things past" has been reawakened and young scholars with no previous first hand exposure to Alderson will find it a rewarding intellectual experience