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Paradigmapping marketing theory

Sid Lowe (Kingston Business School, Kingston University, Kingston on Thames, UK)
Adrian N. Carr (School of Applied Social and Human Sciences, University of Western Sydney, Sydney, Australia)
Michael Thomas (Strathclyde University, Glasgow, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 September 2004



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.



Lowe, S., Carr, A.N. and Thomas, M. (2004), "Paradigmapping marketing theory", European Journal of Marketing, Vol. 38 No. 9/10, pp. 1057-1064.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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