IIARD International Institute of Academic Research and Development

INTERNATIONAL JOURNAL OF MARKETING AND COMMUNICATION STUDIES (IJMCS )

E-ISSN 2545-5273
P-ISSN 2695-2173
VOL. 7 NO. 3 2023
DOI: https://doi.org/10.56201/ijmcs.v7.no3.2023.pg14.20

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Is Dominance of Marketing Mix Paradigm in Question: Kuhn’s Paradigm Shift Perspective

Dr. Shuaib Ahmed Balroo

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Abstract

In this paper the paradigm shift from marketing mix to relationship marketing is studied in greater depth through the lens of literature from Thomas Kuhn’s perspective of paradigm shifts.

Paradigms, Marketing Mix, Relationship Marketing, Service Marketing, Industrial Marketing

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References:

Anderson, P. F. (1983). Marketing, Scientific Progress, and Scientific Method. Journal of
Marketing, Vol. 47, No. 4., 18-31.

Anderson, L. M., & Taylor, R. L. (1995). McCarthy’s 4Ps: timeworn or time-tested? Journal
of Marketing Theory and Practice, 3(3), 1-9.

Berry, L. L. (2002). Relationship Marketing of Services Perspectives from 1983 and 2000.
Journal of Relationship Marketing, Vol. 1(1), 59–77.

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