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Quo Vadis, marketing? Toward a relationship marketing paradigm

Quo Vadis, marketing? Toward a relationship marketing paradigm The marketing mix and its 4Ps have remained the marketing paradigm for decades. In the article it is argued that the foundation for this paradigm is weak and that it has had negative effects on marketing research and practice. Contemporary research into services marketing and industrial marketing demonstrates that a new approach to marketing is required. This new approach is based on building and management of relationships. A paradigm shift in marketing is under way. The thoughts and actions of marketing academics and practitioners should not be constrained by a paradigm from the 1950s and 1960s. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing Management Taylor & Francis

Quo Vadis, marketing? Toward a relationship marketing paradigm

Journal of Marketing Management , Volume 10 (5): 14 – Jul 1, 1994

Quo Vadis, marketing? Toward a relationship marketing paradigm

Journal of Marketing Management , Volume 10 (5): 14 – Jul 1, 1994

Abstract

The marketing mix and its 4Ps have remained the marketing paradigm for decades. In the article it is argued that the foundation for this paradigm is weak and that it has had negative effects on marketing research and practice. Contemporary research into services marketing and industrial marketing demonstrates that a new approach to marketing is required. This new approach is based on building and management of relationships. A paradigm shift in marketing is under way. The thoughts and actions of marketing academics and practitioners should not be constrained by a paradigm from the 1950s and 1960s.

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References (44)

Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1472-1376
eISSN
0267-257X
DOI
10.1080/0267257X.1994.9964283
Publisher site
See Article on Publisher Site

Abstract

The marketing mix and its 4Ps have remained the marketing paradigm for decades. In the article it is argued that the foundation for this paradigm is weak and that it has had negative effects on marketing research and practice. Contemporary research into services marketing and industrial marketing demonstrates that a new approach to marketing is required. This new approach is based on building and management of relationships. A paradigm shift in marketing is under way. The thoughts and actions of marketing academics and practitioners should not be constrained by a paradigm from the 1950s and 1960s.

Journal

Journal of Marketing ManagementTaylor & Francis

Published: Jul 1, 1994

There are no references for this article.