<abstract xmlns="http://www.w3.org/1999/xhtml"><p>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</p></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

Systemic Paradigm in the Tradition of Marketing Science

Economic and Regional Studies / Studia Ekonomiczne i Regionalne

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

{"article-title":"Systemic Paradigm in the Tradition of Marketing Science"}

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...

Systemic Paradigm in the Tradition of Marketing Science

Data publikacji: 03 paź 2018

Zakres stron: 29 - 42

Otrzymano: 01 lip 2017

Przyjęty: 01 wrz 2017

DOI: https://doi.org/10.29316/ers-seir.2017.32

Słowa kluczowe
marketing science, systemic paradigm, history of marketing thought, macromarketing

© 2018 Jacek Kamiński, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Systemic Paradigm in the Tradition of Marketing Science

Data publikacji: 03 paź 2018

Zakres stron: 29 - 42

Otrzymano: 01 lip 2017

Przyjęty: 01 wrz 2017

DOI: https://doi.org/10.29316/ers-seir.2017.32

Słowa kluczowemarketing science, systemic paradigm, history of marketing thought, macromarketing

© 2018 Jacek Kamiński, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Słowa kluczowe
marketing science, systemic paradigm, history of marketing thought, macromarketing