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A marketing identity is flourishing

Author

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  • Sidney J. Levy

    (University of Arizona
    Northwestern University)

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.

Suggested Citation

  • Sidney J. Levy, 2018. "A marketing identity is flourishing," AMS Review, Springer;Academy of Marketing Science, vol. 8(1), pages 18-19, June.
    • Handle: RePEc:spr:amsrev:v:8:y:2018:i:1:d:10.1007_s13162-018-0113-3
    DOI: 10.1007/s13162-018-0113-3
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    Cited by:

    1. Arora, Anshu Saxena & Sivakumar, K. & Pavlou, Paul A., 2021. "Social capacitance: Leveraging absorptive capacity in the age of social media," Journal of Business Research, Elsevier, vol. 124(C), pages 342-356.
    2. Atul Parvatiyar & Jagdish N. Sheth, 2021. "Toward an integrative theory of marketing," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 432-445, December.

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