A marketing identity is flourishing

Sidney J. Levy
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Sidney J. Levy: University of Arizona

AMS Review, 2018, vol. 8, issue 1, No 3, 18-19

Abstract: Abstract 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.

Keywords: Marketing identity; Broadened marketing; Branding (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (2)

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DOI: 10.1007/s13162-018-0113-3

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