An Alternative Paradigm for Marketing Theory

Abstract

States that marketing theory experienced a scientific crisis 30 years ago and a new paradigm of “functionalism” emerged, however, current thinking in marketing reflects the older paradigm of “normal science”. Suggests a research agenda rooted in the “functionalist” paradigm. Concludes that the “functionalist” paradigm provides a general analytical framework for the study of marketing in which the firm is placed in the hierarchy of marketing systems, which can be used to guide research in marketing.

Citation

Dixon, D.F. and Wilkinson, I.F. (1984), "An Alternative Paradigm for Marketing Theory", European Journal of Marketing, Vol. 18 No. 3, pp. 40-50. https://doi.org/10.1108/EUM0000000004780