Title

The social construction of new marketing paradigms: The influence of personal perspective

Document Type

Journal Article

Publisher

Westburn Publishers Ltd

Faculty

Business and Public Management

School

Accounting, Finance and Business Economics

RAS ID

480

Comments

This article was originally published as: Palmer, A., & Ponsonby, S. (2002). The social construction of new marketing paradigms: the influence of personal perspective. Journal of Marketing Management, 18(1-2), 173-192. Original available here

Abstract

Marketing is no stranger to "big new ideas" which purport to be new paradigms for the study of the discipline. Relationship marketing, one-to-one marketing and post- modern marketing typify recent ideas, which have gained much support. However, it is widely recognised that, compared to the natural sciences, the marketing discipline has created relatively little knowledge which can be described as genuinely new. In the absence of any objective reality, marketing knowledge reflects the interpretation of reality by individuals. Surprisingly, relatively little analysis has been undertaken into the source of new marketing ideas and the influence of social construction on these ideas. This paper presents a review of contemporary "new marketing" paradigms and uses a framework of time, place and role to explain the derivation of these ideas. It is concluded that proclamations of new marketing may say more about the proclaimer than the subject being proclaimed.

DOI

10.1362/0267257022775864

 
COinS
 

Link to publisher version (DOI)

10.1362/0267257022775864