SYSTEMIC PARADIGM IN THE TRADITION OF MARKETING SCIENCE

Apply

SYSTEMIC PARADIGM IN THE TRADITION OF MARKETING SCIENCE

Journal Title: Economic and Regional Studies/ Studia Ekonomiczne i Regionalne - Year 2017, Vol 10, Issue 4

Abstract

Subject and purpose of work This work is devoted to presenting the development of the systemic paradigm in marketing science. Its purpose is to discuss the genesis and early stages of the development of systemic paradigm that forms the basis of one of its mainstream marketing theories, known as macromarketing. Materials and methods The article was created on the basis of the review and synthesis of the previous studies devoted to the issue of systemic approach to marketing and marketing systems. The historical analysis method, combined with the synthesis of earlier research achievements, was employed. Results The article fills a gap in the area of identifying alternative paradigms of marketing science. It demonstrates how the systemic approach proposed by the forerunners of marketing was developed into a concept which is now the foundation of one of contemporary marketing sub-disciplines - macromarketing. Conclusions The main conclusion that follows from the conducted analysis is the observation that systemic paradigm is deeply ingrained in the tradition of marketing thought, creating a prominent direction of reflection which is more concerned with the environmental and social role of marketing than with marketing as a management function.

Authors and Affiliations

Jacek Kamiński

Keywords

JAKOŚĆ WITRYN INTERNETOWYCH GOSPODARSTW AGROTURYSTYCZNYCH KRAJÓW GRUPY WYSZEHRADZKIEJ W ŚWIETLE WYBRANYCH MIAR SYNTETYCZNYCH

Przedmiot i cel pracy Materiały i metody Wyniki Wnioski

THE ANALYSIS OF SATISFACTION LEVEL FROM RENEWABLE ENERGY SOURCES USAGE CO-FINANCED FROM EUROPEAN FUNDS IN THE ROSSOSZ COMMUNE

Subject and purpose of work: the purpose of this article is to present the opportunities for rural development and the benefits of participation in the Regional Operational Program of the Lublin Province for the years 20...

NEW CONCEPTS FOR RURAL DEVELOPMENT IN THE STRATEGIES AND POLICIES OF THE EUROPEAN UNION

Subject and purpose of work The subject of the analysis is the concept of rural development in the European Union countries and its connection with the evolution of the common agricultural policy and the transformation o...

USE OF EU FUNDS IN PROMOTION OF PERIPHERAL AREAS

Subject and purpose of work: The aim of this paper is to assess the use of EU funds in promotion of peripheral areas on the example of five provinces of Eastern Poland. The detailed objectives are defined as follows: ide...

RECENZJA KSIĄŻKI SYLWII DOŁZBŁASZ PT. „SIECI WSPÓŁPRACY TRASNGRANICZNEJ NA POGRANICZACH POLSKI”, WYDAWNICTWO UNIWERSYTETU WROCŁAWSKIEGO, WROCŁAW 2017, S. 290

EP ID EP325276
DOI 10.29316/ers-seir.2017.32
Views 87
Downloads 0