Toward a new paradigm for marketing: The evolutionary exchange paradigm | Zendy

Douglas Kiel L. | Zendy; Lusch Robert F. | Zendy; Schumacher B. G. | Zendy

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Toward a new paradigm for marketing: The evolutionary exchange paradigm

Author(s) -

Douglas Kiel L.,

Lusch Robert F.,

Schumacher B. G.

Publication year - 1992

Publication title -

behavioral science

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.371

H-Index - 45

eISSN - 1099-1743

pISSN - 0005-7940

DOI - 10.1002/bs.3830370106

Subject(s) - marketing , social exchange theory , natural (archaeology) , paradigm shift , computer science , business , knowledge management , biology , sociology , epistemology , social science , paleontology , philosophy

The paper presents a platform for marketing theory development and programmatic research. This platform fits marketing into a universal and evolutionary exchange paradigm that integrates human exchange with that of other living and nonliving systems. Importantly, it is shown how marketing exchange is itself a part of evolving exchange systems that are commonly discussed in the natural sciences. It is proposed that exchange systems, at all levels, evolve as part of a definable pattern. The integration of marketing exchange with exchange in all natural systems may afford a means for enhancing both the study and practice of marketing.

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