Is Dominance of Marketing Mix Paradigm in Question: Kuhn’s Paradigm Shift Perspective
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.
Keywords
ParadigmsMarketing MixRelationship MarketingService MarketingIndustrial
Marketing
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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