ON TRADITIONAL AND MODERN MARKETING PARADIGMS-FROM CUSTOMER ORIENTATION TO EXPERIENCE MARKETING
ON TRADITIONAL AND MODERN MARKETING PARADIGMS-FROM CUSTOMER ORIENTATION TO EXPERIENCE MARKETING

Summary/Abstract: The purpose of a paper is to present the results of studies on objective value of evolving new marketing paradigms. The thesis is that popular new concepts declared in the field of marketing as paradigms are not objective enough to replace traditional paradigms. Label “paradigm” serve just to promote some new ideas. At the beginning author explains the role of paradigms in developing managerial theories. As main paradigm attributes an author considers universals: crucial role for a scientific field and acceptance by majority of experts. Specific attributes contain: concrete environmental context and offering principal practical solutions. In the next partof an article some popular marketing paradigms are identified. Special stress in on paradigms concerned with periodization of marketing management evolution, the overhaul marketing strategy process, service marketing, relational marketing and experience marketing. An author shows that if these concept enrich marketing theory but they should be build into traditional marketing paradigms.

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