Resumen
For almost half a century the broadening and generic concepts of marketing have been the dominant paradigm in the marketing discipline. However, ambiguities in that paradigm have hindered development of a general theory of marketing. This research takes a fresh look at these concepts that some academics regard as causing an identity crisis in marketing. Historical analysis reveals many practical applications, which arise from the broadening/generic paradigm, result in unresolvable theoretical anomalies. Consequently, a new paradigm is proposed. Marketing systems, we argue, provides a logically coherent foundation for building a general theory of marketing.
Idioma original | American English |
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Páginas (desde-hasta) | 5-17 |
Número de páginas | 13 |
Publicación | AMS Review |
Volumen | 8 |
N.º | 1-2 |
Estado | Published - oct 2017 |
Disciplines
- Marketing