Paradigmapping marketing theory
Abstract
Paradigms are sets of prior assumptions that configure ways of seeing. This article employs a notion taken from Web of Life to map how paradigms in marketing have proliferated according to their juxtaposition within three criteria, namely structure, pattern and process. The exercise, termed “paradigmapping”, provides a useful picture of the relative positioning of selected contributions to the field. This positions each contribution according to its imposed relation to these three criteria. Each contribution involves preoccupation with one of the criteria, tolerance of a second and denigration of a third. The implications of this are explored.
Keywords
Citation
Lowe, S., Carr, A.N. and Thomas, M. (2004), "Paradigmapping marketing theory", European Journal of Marketing, Vol. 38 No. 9/10, pp. 1057-1064. https://doi.org/10.1108/03090560410548861
Publisher
:Emerald Group Publishing Limited
Copyright © 2004, Emerald Group Publishing Limited