TY - JOUR
T1 - Frontiers of the marketing paradigm in the third millennium
AU - Achrol, Ravi S.
AU - Kotler, Philip
N1 - Funding Information:
The U.S. National Science Foundation has labeled the impending revolution in science as NBIC—a nanotechnology driven convergence of nanotech, biotech (manipulation of genes), infotech and cognotech (cognitive). Largely unnoticed, the application of nanotech to consumer products is well on its way. Nano particles, nanotubes and carbon nano crystals are being manufactured in ton quantities for commercial use. Scientists have made breakthroughs in the holy grail of nanotech—self-assembling systems that can grow and evolve like the human cell (NewScientist.com 2003).
PY - 2012/1
Y1 - 2012/1
N2 - The domain and theories of marketing have been expanding since the origins of the discipline. Since the 1970s marketing science has been organized around the exchange paradigm. Marketing concepts apply to all forms of exchange, whether it is goods, services, personages, places or ideas, and whether it is between individuals, for-profit and nonprofit firms, governments and NGOs. Marketing theories evolved from a firm oriented view to encompass the exchanging dyad. More recently the paradigm expanded to a network level of explanation, and relational theories have come to the fore. But even as the field struggles to grasp its new fields of explanation, there is a Kuhnian shift happening at its boundaries. The shift significantly bends the marketing worldview as well as the theoretical tools and methodologies we use to study it. In this paper we develop a three-tiered explanation of the emerging field of marketing-its subphenomena (consumer experiences and sensory systems), its phenomena (marketing networks), and its superphenomena (sustainability and development).
AB - The domain and theories of marketing have been expanding since the origins of the discipline. Since the 1970s marketing science has been organized around the exchange paradigm. Marketing concepts apply to all forms of exchange, whether it is goods, services, personages, places or ideas, and whether it is between individuals, for-profit and nonprofit firms, governments and NGOs. Marketing theories evolved from a firm oriented view to encompass the exchanging dyad. More recently the paradigm expanded to a network level of explanation, and relational theories have come to the fore. But even as the field struggles to grasp its new fields of explanation, there is a Kuhnian shift happening at its boundaries. The shift significantly bends the marketing worldview as well as the theoretical tools and methodologies we use to study it. In this paper we develop a three-tiered explanation of the emerging field of marketing-its subphenomena (consumer experiences and sensory systems), its phenomena (marketing networks), and its superphenomena (sustainability and development).
KW - Consumer networks
KW - Consumer neurophysiology
KW - Consumer sensory processes
KW - Consumption experience
KW - Marketing and poverty alleviation
KW - Marketing future
KW - Marketing networks
KW - Marketing paradigm
KW - Marketing theory
KW - Nanotechnology
KW - Sustainable marketing
UR - http://www.scopus.com/inward/record.url?scp=84855297152&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84855297152&partnerID=8YFLogxK
U2 - 10.1007/s11747-011-0255-4
DO - 10.1007/s11747-011-0255-4
M3 - Article
AN - SCOPUS:84855297152
SN - 0092-0703
VL - 40
SP - 35
EP - 52
JO - Journal of the Academy of Marketing Science
JF - Journal of the Academy of Marketing Science
IS - 1
ER -
