This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/EUM0000000004780. When citing the article, please cite: D.F. Dixon, I.F. Wilkinson, (1984), “An Alternative Paradigm for Marketing Theory”, European Journal of Marketing, Vol. 18 Iss 3 pp. 40 - 50.
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