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Wroe Alderson Papers
1949-1966 (bulk 1957-1966)

UPT 50 A362

4.0 Cubic feet

Prepared by Joseph-James Ahern

October 2013

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

PROVENANCE

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

 

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ARRANGEMENT

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

 

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BIOGRAPHICAL NOTE

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. 

 

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SCOPE AND CONTENT

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. 

 

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CONTROLLED ACCESS HEADINGS

Corporate Name(s)

  • Alderson and Sessions (Philadelphia, Pa.).
  • University of Pennsylvania. Wharton Center for Applied Research.
  • University of Pennsylvania. Wharton School. Marketing Dept..

Genre(s)

  • Journals (periodicals).
  • Pamphlets.
  • Reports.
  • Theses.

Occupation(s)

  • College teachers.

Subject(s)

  • Management science.
  • Marketing research--United States.
  • Marketing--Management--Study and teaching (Higher).

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INVENTORY

 

I. Wharton 

Box

Folder

Administrative 1961-1964 

1

1

Analysis of Data-Processing in the Insurance Statistical Agencies 1960 

1

2

Article File 1961-1964 

1

3

Behavior Systems: Ground Work for Model Building: The Marketing System for Pneumatic Tires n.d. 

1

4

Comprehensive Program for the Advancement of Marketing 1960 

1

5

Consumer Expenditures Panel Study 1961 

1

6

Directory 1961-1962 

1

7

Fisk, George, "Survey of Case History Advertising" 1961 

1

8

Ford Foundation Marketing Council Expenditures 1961-1962 

1

9

Ford Foundation Marketing Council Expenditures 1962-1963 

1

10

Ford Foundation Marketing Council Expenditures 1963-1964 

1

11

Ford Foundation Marketing Council Expenditures 1964-1965 

1

12

Harnwell, Gaylord P. 1961 

1

13

Institute for Cooperative Research Task Reporter: Informal Report Summary-Evaluation of Meetings, Conferences, and Lectures 1961 

1

14

Manual of the University of Pennsylvania Volume I: Administrative Organization Policies and Procedures 1957 

1

15

Marketing 754 "Determination of the Feasibility of a Shopping Center Development at Plymouth Meeting 1961 

1

16

Marketing II Lecture Notes 1964 

1

17

Penjerdel Grant Administrative 1961-1964 

1

18

Penjerdel Grant Reports 1963 

1

19

Proposal to Merck Foundation for Work During 1965 1964 

1

20

Savitt, Ronald, "The Patent as Limited Market Entry Protection A Statement" 1964 

1

21

Sperry and Hutchinson Grant: Basic Research in Retail Competition 1960 

1

22

Sperry and Hutchinson Grant: Correspondence (1) 1960-1964 

1

23

Sperry and Hutchinson Grant: Correspondence (2) 1960-1964 

1

24

Sperry and Hutchinson Grant: Correspondence 1961-1964 

1

25

Sperry and Hutchinson Grant: Correspondence 1964-1966 

1

26

Sperry and Hutchinson Grant: Expenditures 1960-1961 

1

27

Sperry and Hutchinson Grant: Expenditures 1961-1963 

1

28

Sperry and Hutchinson Grant: Expenditures 1964-1965 

1

29

Sperry and Hutchinson Grant: Interview Reports (1) 1961 

1

30

Sperry and Hutchinson Grant: Interview Reports (2) 1961 

1

31

Sperry and Hutchinson Grant: Interviews (1) 1961 

1

32

Sperry and Hutchinson Grant: Interviews (2) 1961 

1

33

Sperry and Hutchinson Grant: Shapiro-Colonna Article 1964 

1

34

Sperry and Hutchinson Grant: Sperry and Hutchinson Forecasting and Inventory Control 1961 

1

35

Sperry and Hutchinson Grant: Store Location Data 1959-1963 

1

36

Sperry and Hutchinson Grant: Structure of Retail Competition in the Philadelphia Market 1960 

1

37

Sperry and Hutchinson Grant: Structure of Retail Competition in the Philadelphia Market (Second Draft) 1960 

1

38

Sperry and Hutchinson Grant: Thesis: Church, Colin B. 1962 

1

39

Sperry and Hutchinson Grant: Thesis: Lyall, Gary Bruce 1963 

1

40

Sperry and Hutchinson Grant: Thesis: Nein, Lawrence F. 1963 

2

1

Sperry and Hutchinson Grant: Thesis: Ossen, Richard P. 1963 

2

2

Sperry and Hutchinson Grant: Thesis: Poole, David C. 1964 

2

3

Sperry and Hutchinson Grant: Thesis: Valldejuly, Aurturo E. 1961 

2

4

Sperry and Hutchinson Grant: Towards an Optimal Promotional Mix for Food Chains draft n.d. 

2

5

Sperry and Hutchinson Grant: Wharton Retail Customer Surveys 1963 

2

6

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II. Marketing Firms 

Box

Folder

Alderson and Sessions 

Farrington Manufacturing Company: Consumer Reaction to the Proposed Additions to the Farrington Jewel Case Line 1954 

2

7

Farrington Manufacturing Company: Market Opportunity for Farrington Photo Frames 1955 

2

8

New DuPont Consumer Products Division 1961 

2

9

Page Communications Engineers, Inc.: Evaluation and Redesign of the Project Filing System 1958 

2

10

Page Communications Engineers, Inc.: Preliminary Evaluation of Internal Operations 1957 

2

11

Philadelphia Central District Study 1950 

2

12

Philadelphia Central District Study 1951 

2

13

Philadelphia Central District Study First Phase (1) 1949 

2

14

Philadelphia Central District Study First Phase (2) 1949 

2

15

Pillsbury Case: Economic Study in the Matter of Pillsbury Mills, Inc.: Part I Economic Appraisal of the Pillsbury Acquisitions 1957 

2

16

Pillsbury Case: Economic Study in the Matter of Pillsbury Mills, Inc.: Part II Comprehensive Evaluation Applying Economic Criteria (1) 1957, 1961 

2

17

Pillsbury Case: Economic Study in the Matter of Pillsbury Mills, Inc. Part II Comprehensive Evaluation Applying Economic Criteria (2) 1957, 1961 

2

18

Pillsbury Case: Economic Study in the Matter of Pillsbury Mills, Inc.: Part III Economic Theory as a Source of Criteria 1957 

2

19

Pillsbury Case: Economic Study of Mortality and Survival Among Southeastern Flour Mills, 1939-1953 1956 

2

20

Pillsbury Case: Questions and Answers for Pillsbury Hearings n.d. 

2

21

Pillsbury Case: Questions and Answers for Pillsbury Hearings Intro Family Flour (1) n.d. 

2

22

Pillsbury Case: Questions and Answers for Pillsbury Hearings Intro Family Flour (2) n.d. 

2

23

Pillsbury Case: Respondent's Appeal Brief n.d. 

2

24

Pillsbury Case: Trends in Concentration in the Flour and Formula Feed Industries 1957 

2

25

Popular Merchandise Company: A Study of the Impact of Catalog and Merchandise Line on Popular's Sales 1954 

3

1

Popular Merchandise Company: An Operational Analysis of Promotional Expenditures 1955 

3

2

Program and Itinerary Japanese Sales Management and Engineering Study 1960 

3

3

Situation Analysis, Market Position, Collins and Aikman 1954 

3

4

Study of Market Opportunity for the Stanback Company, LTD. Volume I. Study Findings 1957 

3

5

Study of Market Opportunity for the Stanback Company, LTD. Volume II. Statistical Results 1957 

3

6

U.S. vs. Armour and Company Court Records n.d. 

3

7

U.S. vs. Armour and Company Draft Affidavit of Wroe Alderson 1958 

3

8

U.S. vs. Armour and Company Exhibits n.d. 

3

9

Alderson Associates, Inc. 

American Optical Company: Fiber Optics Assessment of Potential Markets 1961 

3

10

Automotive Study 1960-1961 

3

11

Competitive Outlook for Newspapers Among Major Advertising Media 1960 

3

12

Consumer Attitudes and Behavior on Colds and Cold Remedies 1960 

3

13

Farm Journal Inc.: Advertising Effectiveness Study Preliminary Proposal 1961 

3

14

Hospital Study: Correspondence 1960 

3

15

Hospital Study: Delaware Valley Hospital Council Directory 1961 

3

16

Hospital Study: General 1960 

3

17

Hospital Study: Hospital Facilities Survey Form n.d. 

3

18

Hospital Study: Use of Hospital Services n.d. 

3

19

Intelligence System Requirement in Command Control Systems Design 1961 

3

20

Master Products Corporation: Lithographers' Blankets An International Market Study 1961 

3

21

Philadelphia Inquirer: Newspaper Readership and Other Activity Patterns of Delaware Valley Advertisers 1960 

3

22

Revised Economic Data Re Armour Consent Decree 1959 

3

23

Swift and Company et. al. Affidavit of Wroe Alderson n.d. 

3

24

Swift and Company et. al. Affidavit of Wroe Alderson Support Documents (1) n.d. 

3

25

Swift and Company et. al. Affidavit of Wroe Alderson Support Documents (2) n.d. 

3

26

Swift and Company et. al. Material n.d. 

3

27

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III. Professional 

Box

Folder

American Marketing Association Marketing Education Directory 1966 

3

28

American Marketing Association Report of the Definitions Committee 1960 

3

29

American Marketing Association Winter Conference 1961 

3

30

Biographical Sketch n.d. 

3

31

Carroll, Edward G. 1965 

3

32

Churchman, C. West 1961 

3

33

Homer Hoyt Associates: Market Survey of the Shipping Center at Abington, Pennsylvania for the York Road Business Center, Inc. 1952 

3

34

J. Walter Thompson Company 1962 

3

35

King, Peter S. 1961 

3

36

Kuenne, Robert E. 1965 

3

37

Land Use Study: The Plymouth Meeting Shopping Center n.d. 

3

38

List of Contributors n.d. 

3

39

Marketing Theory Seminar: Correspondence (1) 1961-1964 

3

40

Marketing Theory Seminar: Correspondence (2) 1961-1964 

3

41

Marketing Theory Seminar: Correspondence 1964 

3

42

Marketing Theory Seminar: Papers 1961 

3

43

Marketing Theory Seminar: Papers (1) 1963 

4

1

Marketing Theory Seminar: Papers (2) 1963 

4

2

Marketing Theory Seminar: Planning Marketing Strategy and Tactics Summer Program 1961 

4

3

Marketing Theory Seminar: Theory in Marketing Biographies 1963 

4

4

Marketing Theory Seminar: Theory in Marketing Outline and Papers on Innovation (1) 1961 

4

5

Marketing Theory Seminar: Theory in Marketing Outline and Papers on Innovation (2) 1961 

4

6

Marketing Theory Seminar: Transcription 1961 

4

7

Miscellaneous 1958-1960 

4

8

National Newcomen Dinner 1961 

4

9

Patent Research: Mediterranean Social Sciences Research Council 1962 

4

10

Patent Research: Miscellaneous n.d. 

4

11

Patent Research: Miscellaneous Patents, Inventions, Industry Research Technology n.d. 

4

12

Patent Research: United Nations Report Re Patents 1964 

4

13

Philadelphia County White House Conference Committee on Aging 1960 

4

14

Planning and Problem-Solving in Marketing n.d. 

4

15

Planning Study of a Safety Device Utilization in the Present Air Traffic Control System 1961 

4

16

Technology, Patents book Biographical Sketches n.d. 

4

17

Telser, Lester G.: Demand for Branded Goods as Estimated from Consumer Panel Data 1960 

4

18

Thirteenth Annual Roosevelt Day Dinner 1961 

4

19

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