TOWARD A NEW PARADIGM FOR MARKETING - THE EVOLUTIONARY EXCHANGE PARADIGM

被引：0

作者：

KIEL, LD

LUSCH, RF

SCHUMACHER, BG

机构：

[1] UNIV OKLAHOMA, COLL BUSINESS ADM, NORMAN, OK 73019 USA

[2] UNIV OKLAHOMA, MANAGEMENT, NORMAN, OK 73019 USA

来源：

BEHAVIORAL SCIENCE | 1992年 / 37卷 / 01期

关键词：

EXCHANGING; SUPPLYING; DEMANDING; ATTRACTION; INFORMATION; EMERGENCE; CONVERGENCE; PROLIFERENCE; AND DIVERGENCE;

D O I：

暂无

中图分类号：

B84 [心理学];

学科分类号：

04 ; 0402 ;

摘要：

The paper presents a platform for marketing theory development and programmatic research. This platform fits marketing into a universal and evolutionary exchange paradigm that integrates human exchange with that of other living and nonliving systems. Importantly, it is shown how marketing exchange is itself a part of evolving exchange systems that are commonly discussed in the natural sciences. It is proposed that exchange systems, at all levels, evolve as part of a definable pattern. The integration of marketing exchange with exchange in all natural systems may afford a means for enhancing both the study and practice of marketing.

引用

页码：59 / 76

页数：18

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