A marketing identity is flourishing

This commentary reports my view of the paper by El-Ansary, Shaw, and Lazer ( 2018 ). I take issue with two main aspects of the paper: (1) I doubt that there is a crisis in the identity of the marketing field, and (2) I doubt that paradigm four, which they propose, will supplant the current ruling pa...

Full description

Saved in:
Bibliographic Details
Published in:AMS review 2018-06, Vol.8 (1-2), p.18-19
Main Author: Levy, Sidney J.
Format: Article
Language:English
Subjects:
Business and Management
Commentary
Critics
Economic development
Ideology
Marketing
Social Sciences
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:This commentary reports my view of the paper by El-Ansary, Shaw, and Lazer ( 2018 ). I take issue with two main aspects of the paper: (1) I doubt that there is a crisis in the identity of the marketing field, and (2) I doubt that paradigm four, which they propose, will supplant the current ruling paradigm. I explain these disagreements by giving my version of the historical developments and by describing the current situation that I believe will survive their contribution and claims.
ISSN:1869-814X
1869-8182
DOI:10.1007/s13162-018-0113-3