On traditional and modern marketing paradigms - from customer orientation to experience marketing
AbstractThe purpose of a paper is to present the results of studies on objective value of evolving new marketing paradigms. The thesis is that popular new concepts declared in the field of marketing as paradigms are not objective enough to replace traditional paradigms. Label “paradigm” serve just to promote some new ideas. At the beginning author explains the role of paradigms in developing managerial theories. As main paradigm attributes an author considers universals: crucial role for a scientific field and acceptance by majority of experts. Specific attributes contain: concrete environmental context and offering principal practical solutions. In the next part of an article some popular marketing paradigms are identified. Special stress in on paradigms concerned with periodization of marketing management evolution, the overhaul marketing strategy process, service marketing, relational marketing and experience marketing. An author shows that if these concept enrich marketing theory but they should be build into traditional marketing paradigms
|Publication size in sheets||0.75|
Solik Martin, Rybansky Rudolf (eds.): Megatrends and Media. Reality and Media Bubbles. Conference Proceedings from the International Scientific Conference “Megatrends and Media: Reality and Media Bubbles”, 24th – 25th April 2018, Congress Hall of the Slovak Academy of Sciences, Smolenice, Slovakia, 2018, Faculty of Mass Media Communication University of SS. Cyril and Methodius in Trnava, ISBN 9788081059520, 588 p.
Megatrends_and_Media.pdf / No licence information (file archived - login or check accessibility on faculty)
|Keywords in English||customer orientation, marketing paradigms, modern marketing, traditional marketing|
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