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Wroe Alderson papers

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Held at: University of Pennsylvania: University Archives and Records Center [Contact Us]3401 Market Street, Suite 210, Philadelphia, Pennsylvania 19104

This is a finding aid. It is a description of archival material held at the University of Pennsylvania: University Archives and Records Center. Unless otherwise noted, the materials described below are physically available in their reading room, and not digitally available through the web.

Overview and metadata sections

Call Number:
UPT 50 A362
Repository:
University of Pennsylvania: University Archives and Records Center
Extent:
4 cubic feet
Language:
English
Date:
1949-1966 (inclusive) and 1957-1966 (bulk)
Creator:
Alderson, Wroe
Form:
Reports, Theses, Pamphlets, and Journals (periodicals)
Abstract:
Wroe Alderson was a nationally-known professor of marketing at the University of Pennsylvania's Wharton School of Finance and Commerce. The Wroe Alderson Papers document Alderson's career in marketing in both the private sector and in academia.

Wroe Alderson was a nationally known professor of marketing at the University of Pennsylvania's Wharton School of Finance and Commerce. Born in St. Louis on September 27, 1898, Alderson received his bachelor of arts degree from George Washington University before doing graduate work there, at Massachusetts Institute of Technology and at The University of Pennsylvania. Early in his career he worked with the U.S. Department of Commerce, the Curtis Publishing Company, and (during World War II) the Office of Price Administration, the Bureau of Economic Warfare and the Foreign Economic Administration. After the war he founded the marketing and consulting firms Alderson and Sessions and Alderson Associates before coming to Penn in 1959. At Penn, Alderson was chairman of the Wharton School's Management Science Center and a member of the board of directors of the Marketing Science Institute.

Alderson was a president of the American Marketing Association, and a cofounder of the Marketing Theory Seminar and the Executive Seminar on Market Planning. His contribution to marketing theory was taking an interdisciplinary approach by attracting scientists from other fields, and borrowing techniques from other disciplines psychology, philosophy, and anthropology. Alderson died in 1965.

The Wroe Alderson Papers document Alderson's career in marketing in both the private sector and in academia. The collection contains material from both of his marketing consulting firms - Alderson and Sessions and Alderson Associates. The bulk of the records for Wharton document his work on the Sperry and Hutchinson Grant the Marketing Department received in early 1960s. The collection does contain additional material related to his professional work in marketing theory. Researchers should note that the collection does not contain any personal records for Aldreson.

The Wroe Alderson Papers have been organized into three series: Wharton, Marketing Firms, and Professional. All three series are arranged alphabetically.

The Wroe Alderson papers was received from the Wharton School's Marketing Department January, 1967.

Organization
Subject

Publisher
University of Pennsylvania: University Archives and Records Center
Finding Aid Author
Joseph-James Ahern
Finding Aid Date
October 2013
Access Restrictions

Access to collections is granted in accordance with the Protocols for the University Archives and Records Centers.

Collection Inventory

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Administrative, 1961-1964.
Box 1 Folder 1
Analysis of Data-Processing in the Insurance Statistical Agencies, 1960.
Box 1 Folder 2
Article File, 1961-1964.
Box 1 Folder 3
Behavior Systems: Ground Work for Model Building: The Marketing System for Pneumatic Tires, n.d.
Box 1 Folder 4
Comprehensive Program for the Advancement of Marketing, 1960.
Box 1 Folder 5
Consumer Expenditures Panel Study, 1961.
Box 1 Folder 6
Directory, 1961-1962.
Box 1 Folder 7
Fisk, George, "Survey of Case History Advertising", 1961.
Box 1 Folder 8
Ford Foundation Marketing Council Expenditures, 1961-1962.
Box 1 Folder 9
Ford Foundation Marketing Council Expenditures, 1962-1963.
Box 1 Folder 10
Ford Foundation Marketing Council Expenditures, 1963-1964.
Box 1 Folder 11
Ford Foundation Marketing Council Expenditures, 1964-1965.
Box 1 Folder 12
Harnwell, Gaylord P., 1961.
Box 1 Folder 13
Institute for Cooperative Research Task Reporter: Informal Report Summary-Evaluation of Meetings, Conferences, and Lectures, 1961.
Box 1 Folder 14
Manual of the University of Pennsylvania Volume I: Administrative Organization Policies and Procedures, 1957.
Box 1 Folder 15
Marketing 754 "Determination of the Feasibility of a Shopping Center Development at Plymouth Meeting, 1961.
Box 1 Folder 16
Marketing II Lecture Notes, 1964.
Box 1 Folder 17
Penjerdel Grant Administrative, 1961-1964.
Box 1 Folder 18
Penjerdel Grant Reports, 1963.
Box 1 Folder 19
Proposal to Merck Foundation for Work During 1965, 1964.
Box 1 Folder 20
Savitt, Ronald, "The Patent as Limited Market Entry Protection A Statement", 1964.
Box 1 Folder 21
Sperry and Hutchinson Grant: Basic Research in Retail Competition, 1960.
Box 1 Folder 22
Sperry and Hutchinson Grant: Correspondence (1), 1960-1964.
Box 1 Folder 23
Sperry and Hutchinson Grant: Correspondence (2), 1960-1964.
Box 1 Folder 24
Sperry and Hutchinson Grant: Correspondence, 1961-1964.
Box 1 Folder 25
Sperry and Hutchinson Grant: Correspondence, 1964-1966.
Box 1 Folder 26
Sperry and Hutchinson Grant: Expenditures, 1960-1961.
Box 1 Folder 27
Sperry and Hutchinson Grant: Expenditures, 1961-1963.
Box 1 Folder 28
Sperry and Hutchinson Grant: Expenditures, 1964-1965.
Box 1 Folder 29
Sperry and Hutchinson Grant: Interview Reports (1), 1961.
Box 1 Folder 30
Sperry and Hutchinson Grant: Interview Reports (2), 1961.
Box 1 Folder 31
Sperry and Hutchinson Grant: Interviews (1), 1961.
Box 1 Folder 32
Sperry and Hutchinson Grant: Interviews (2), 1961.
Box 1 Folder 33
Sperry and Hutchinson Grant: Shapiro-Colonna Article, 1964.
Box 1 Folder 34
Sperry and Hutchinson Grant: Sperry and Hutchinson Forecasting and Inventory Control, 1961.
Box 1 Folder 35
Sperry and Hutchinson Grant: Store Location Data, 1959-1963.
Box 1 Folder 36
Sperry and Hutchinson Grant: Structure of Retail Competition in the Philadelphia Market, 1960.
Box 1 Folder 37
Sperry and Hutchinson Grant: Structure of Retail Competition in the Philadelphia Market (Second Draft), 1960.
Box 1 Folder 38
Sperry and Hutchinson Grant: Thesis: Church, Colin B., 1962.
Box 1 Folder 39
Sperry and Hutchinson Grant: Thesis: Lyall, Gary Bruce, 1963.
Box 1 Folder 40
Sperry and Hutchinson Grant: Thesis: Nein, Lawrence F., 1963.
Box 2 Folder 1
Sperry and Hutchinson Grant: Thesis: Ossen, Richard P., 1963.
Box 2 Folder 2
Sperry and Hutchinson Grant: Thesis: Poole, David C., 1964.
Box 2 Folder 3
Sperry and Hutchinson Grant: Thesis: Valldejuly, Aurturo E., 1961.
Box 2 Folder 4
Sperry and Hutchinson Grant: Towards an Optimal Promotional Mix for Food Chains draft, n.d.
Box 2 Folder 5
Sperry and Hutchinson Grant: Wharton Retail Customer Surveys, 1963.
Box 2 Folder 6

Farrington Manufacturing Company: Consumer Reaction to the Proposed Additions to the Farrington Jewel Case Line, 1954.
Box 2 Folder 7
Farrington Manufacturing Company: Market Opportunity for Farrington Photo Frames, 1955.
Box 2 Folder 8
New DuPont Consumer Products Division, 1961.
Box 2 Folder 9
Page Communications Engineers, Inc.: Evaluation and Redesign of the Project Filing System, 1958.
Box 2 Folder 10
Page Communications Engineers, Inc.: Preliminary Evaluation of Internal Operations, 1957.
Box 2 Folder 11
Philadelphia Central District Study, 1950.
Box 2 Folder 12
Philadelphia Central District Study, 1951.
Box 2 Folder 13
Philadelphia Central District Study First Phase (1), 1949.
Box 2 Folder 14
Philadelphia Central District Study First Phase (2), 1949.
Box 2 Folder 15
Pillsbury Case: Economic Study in the Matter of Pillsbury Mills, Inc.: Part I Economic Appraisal of the Pillsbury Acquisitions, 1957.
Box 2 Folder 16
Pillsbury Case: Economic Study in the Matter of Pillsbury Mills, Inc.: Part II Comprehensive Evaluation Applying Economic Criteria (1), 1957, 1961.
Box 2 Folder 17
Pillsbury Case: Economic Study in the Matter of Pillsbury Mills, Inc. Part II Comprehensive Evaluation Applying Economic Criteria (2), 1957, 1961.
Box 2 Folder 18
Pillsbury Case: Economic Study in the Matter of Pillsbury Mills, Inc.: Part III Economic Theory as a Source of Criteria, 1957.
Box 2 Folder 19
Pillsbury Case: Economic Study of Mortality and Survival Among Southeastern Flour Mills, 1939-1953, 1956.
Box 2 Folder 20
Pillsbury Case: Questions and Answers for Pillsbury Hearings, n.d.
Box 2 Folder 21
Pillsbury Case: Questions and Answers for Pillsbury Hearings Intro Family Flour (1), n.d.
Box 2 Folder 22
Pillsbury Case: Questions and Answers for Pillsbury Hearings Intro Family Flour (2), n.d.
Box 2 Folder 23
Pillsbury Case: Respondent's Appeal Brief, n.d.
Box 2 Folder 24
Pillsbury Case: Trends in Concentration in the Flour and Formula Feed Industries, 1957.
Box 2 Folder 25
Popular Merchandise Company: A Study of the Impact of Catalog and Merchandise Line on Popular's Sales, 1954.
Box 3 Folder 1
Popular Merchandise Company: An Operational Analysis of Promotional Expenditures, 1955.
Box 3 Folder 2
Program and Itinerary Japanese Sales Management and Engineering Study, 1960.
Box 3 Folder 3
Situation Analysis, Market Position, Collins and Aikman, 1954.
Box 3 Folder 4
Study of Market Opportunity for the Stanback Company, LTD. Volume I. Study Findings, 1957.
Box 3 Folder 5
Study of Market Opportunity for the Stanback Company, LTD. Volume II. Statistical Results, 1957.
Box 3 Folder 6
U.S. vs. Armour and Company Court Records, n.d.
Box 3 Folder 7
U.S. vs. Armour and Company Draft Affidavit of Wroe Alderson, 1958.
Box 3 Folder 8
U.S. vs. Armour and Company Exhibits, n.d.
Box 3 Folder 9
American Optical Company: Fiber Optics Assessment of Potential Markets, 1961.
Box 3 Folder 10
Automotive Study, 1960-1961.
Box 3 Folder 11
Competitive Outlook for Newspapers Among Major Advertising Media, 1960.
Box 3 Folder 12
Consumer Attitudes and Behavior on Colds and Cold Remedies, 1960.
Box 3 Folder 13
Farm Journal Inc.: Advertising Effectiveness Study Preliminary Proposal, 1961.
Box 3 Folder 14
Hospital Study: Correspondence, 1960.
Box 3 Folder 15
Hospital Study: Delaware Valley Hospital Council Directory, 1961.
Box 3 Folder 16
Hospital Study: General, 1960.
Box 3 Folder 17
Hospital Study: Hospital Facilities Survey Form, n.d.
Box 3 Folder 18
Hospital Study: Use of Hospital Services, n.d.
Box 3 Folder 19
Intelligence System Requirement in Command Control Systems Design, 1961.
Box 3 Folder 20
Master Products Corporation: Lithographers' Blankets An International Market Study, 1961.
Box 3 Folder 21
Philadelphia Inquirer: Newspaper Readership and Other Activity Patterns of Delaware Valley Advertisers, 1960.
Box 3 Folder 22
Revised Economic Data Re Armour Consent Decree, 1959.
Box 3 Folder 23
Swift and Company et. al. Affidavit of Wroe Alderson, n.d.
Box 3 Folder 24
Swift and Company et. al. Affidavit of Wroe Alderson Support Documents (1), n.d.
Box 3 Folder 25
Swift and Company et. al. Affidavit of Wroe Alderson Support Documents (2), n.d.
Box 3 Folder 26
Swift and Company et. al. Material, n.d.
Box 3 Folder 27

American Marketing Association Marketing Education Directory, 1966.
Box 3 Folder 28
American Marketing Association Report of the Definitions Committee, 1960.
Box 3 Folder 29
American Marketing Association Winter Conference, 1961.
Box 3 Folder 30
Biographical Sketch, n.d.
Box 3 Folder 31
Carroll, Edward G., 1965.
Box 3 Folder 32
Churchman, C. West, 1961.
Box 3 Folder 33
Homer Hoyt Associates: Market Survey of the Shipping Center at Abington, Pennsylvania for the York Road Business Center, Inc., 1952.
Box 3 Folder 34
J. Walter Thompson Company, 1962.
Box 3 Folder 35
King, Peter S., 1961.
Box 3 Folder 36
Kuenne, Robert E., 1965.
Box 3 Folder 37
Land Use Study: The Plymouth Meeting Shopping Center, n.d.
Box 3 Folder 38
List of Contributors, n.d.
Box 3 Folder 39
Marketing Theory Seminar: Correspondence (1), 1961-1964.
Box 3 Folder 40
Marketing Theory Seminar: Correspondence (2), 1961-1964.
Box 3 Folder 41
Marketing Theory Seminar: Correspondence, 1964.
Box 3 Folder 42
Marketing Theory Seminar: Papers, 1961.
Box 3 Folder 43
Marketing Theory Seminar: Papers (1), 1963.
Box 4 Folder 1
Marketing Theory Seminar: Papers (2), 1963.
Box 4 Folder 2
Marketing Theory Seminar: Planning Marketing Strategy and Tactics Summer Program, 1961.
Box 4 Folder 3
Marketing Theory Seminar: Theory in Marketing Biographies, 1963.
Box 4 Folder 4
Marketing Theory Seminar: Theory in Marketing Outline and Papers on Innovation (1), 1961.
Box 4 Folder 5
Marketing Theory Seminar: Theory in Marketing Outline and Papers on Innovation (2), 1961.
Box 4 Folder 6
Marketing Theory Seminar: Transcription, 1961.
Box 4 Folder 7
Miscellaneous, 1958-1960.
Box 4 Folder 8
National Newcomen Dinner, 1961.
Box 4 Folder 9
Patent Research: Mediterranean Social Sciences Research Council, 1962.
Box 4 Folder 10
Patent Research: Miscellaneous, n.d.
Box 4 Folder 11
Patent Research: Miscellaneous Patents, Inventions, Industry Research Technology, n.d.
Box 4 Folder 12
Patent Research: United Nations Report Re Patents, 1964.
Box 4 Folder 13
Philadelphia County White House Conference Committee on Aging, 1960.
Box 4 Folder 14
Planning and Problem-Solving in Marketing, n.d.
Box 4 Folder 15
Planning Study of a Safety Device Utilization in the Present Air Traffic Control System, 1961.
Box 4 Folder 16
Technology, Patents book Biographical Sketches, n.d.
Box 4 Folder 17
Telser, Lester G.: Demand for Branded Goods as Estimated from Consumer Panel Data, 1960.
Box 4 Folder 18
Thirteenth Annual Roosevelt Day Dinner, 1961.
Box 4 Folder 19

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