Title

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

Document Type

Article

Publication Date

6-1-2018

Subject Area

ARRAY(0x55f3e9f02388)

Abstract

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.

Publication Title

AMS Review

Volume

8

Issue

1-2

First Page

5

Last Page

17

Digital Object Identifier (DOI)

10.1007/s13162-017-0102-y

ISSN

1869814X

E-ISSN

18698182

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