TY  - JOUR
AB  - 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.
VL  - 38
IS  - 9/10
SN  - 0309-0566
DO  - 10.1108/03090560410548861
UR  - https://doi.org/10.1108/03090560410548861
AU  - Lowe Sid
AU  - Carr Adrian N.
AU  - Thomas Michael
PY  - 2004
Y1  - 2004/01/01
TI  - Paradigmapping marketing theory
T2  - European Journal of Marketing
PB  - Emerald Group Publishing Limited
SP  - 1057
EP  - 1064
Y2  - 2024/09/19
ER  -