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Frontiers of the marketing paradigm in the third millennium

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Abstract

The domain and theories of marketing have been expanding since the origins of the discipline. Since the 1970s marketing science has been organized around the exchange paradigm. Marketing concepts apply to all forms of exchange, whether it is goods, services, personages, places or ideas, and whether it is between individuals, for-profit and nonprofit firms, governments and NGOs. Marketing theories evolved from a firm oriented view to encompass the exchanging dyad. More recently the paradigm expanded to a network level of explanation, and relational theories have come to the fore. But even as the field struggles to grasp its new fields of explanation, there is a Kuhnian shift happening at its boundaries. The shift significantly bends the marketing worldview as well as the theoretical tools and methodologies we use to study it. In this paper we develop a three-tiered explanation of the emerging field of marketing—its subphenomena (consumer experiences and sensory systems), its phenomena (marketing networks), and its superphenomena (sustainability and development).

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Notes

  1. In the early 1990s a study by the Chicago based Smell and Taste Treatment Research Foundation in a Las Vegas casino purported to show that the right kind of scent induced customers to spend 45 percent more on the slot machines (Lee 2004). Now Sony stores are being spritzed with a custom vanilla-and-mandarin scent created for it by Scent-Air of Charlotte, NC. Other Scent-Air customers reportedly include Doubletree Hotels, Westin Hotels & Resorts, Hard Rock Hotel in Orlando, and Procter & Gamble (Hoppough 2006). Some advocates see a brand having a unique scent image of its own.

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Authors and Affiliations

  1. Professor of Marketing Science, School of Business, The George Washington University, Washington, DC, USA

    Ravi S. Achrol

  2. S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, Evanston, IL, USA

    Philip Kotler

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  1. Ravi S. Achrol
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Correspondence to Ravi S. Achrol.

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Achrol, R.S., Kotler, P. Frontiers of the marketing paradigm in the third millennium. J. of the Acad. Mark. Sci. 40, 35–52 (2012). https://doi.org/10.1007/s11747-011-0255-4

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