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
收藏
页码：59 / 76
页数：18
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