Marketing’s identity crisis: insights from the history of marketing thought

Adel El-Ansary, Eric H Shaw, William Lazer

Producción científica: Articlerevisión exhaustiva

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 originalAmerican English
Páginas (desde-hasta)5-17
Número de páginas13
PublicaciónAMS Review
Volumen8
N.º1-2
EstadoPublished - oct 2017

Disciplines

  • Marketing

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