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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.