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Systemic Paradigm in the Tradition of Marketing Science

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  • Kamiński Jacek

    (Pope John Paul II State School of Higher Education in Biała Podlaska Państwowa Szkoła Wyższa im. Papieża Jana Pawła II w BiałejPodlaskiej, Polonia)

Abstract

Subject and purpose of work: This work is devoted to presenting the development of the systemic paradigm in marketing science. Its purpose is to discuss the genesis and early stages of the development of systemic paradigm that forms the basis of one of its mainstream marketing theories, known as macromarketing. Materials and methods: The article was created on the basis of the review and synthesis of the previous studies devoted to the issue of systemic approach to marketing and marketing systems. The historical analysis method, combined with the synthesis of earlier research achievements, was employed. Results: The article fills a gap in the area of identifying alternative paradigms of marketing science. It demonstrates how the systemic approach proposed by the forerunners of marketing was developed into a concept which is now the foundation of one of contemporary marketing sub-disciplines - macromarketing. Conclusions: The main conclusion that follows from the conducted analysis is the observation that systemic paradigm is deeply ingrained in the tradition of marketing thought, creating a prominent direction of reflection which is more concerned with the environmental and social role of marketing than with marketing as a management function

Suggested Citation

  • Kamiński Jacek, 2017. "Systemic Paradigm in the Tradition of Marketing Science," Economic and Regional Studies / Studia Ekonomiczne i Regionalne, Sciendo, vol. 10(4), pages 29-42, December.
    • Handle: RePEc:vrs:ecoreg:v:10:y:2017:i:4:p:29-42:n:3
    DOI: 10.29316/ers-seir.2017.32
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    References listed on IDEAS

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    1. A. W. Shaw, 1912. "Some Problems in Market Distribution," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 26(4), pages 703-765.
    2. Gerald Zaltman, 2016. "Marketing’s forthcoming Age of imagination," AMS Review, Springer;Academy of Marketing Science, vol. 6(3), pages 99-115, December.
    3. Homer B. Vanderblue, 1921. "The Functional Approach to the Study of Marketing," Journal of Political Economy, University of Chicago Press, vol. 29, pages 676-676.
    4. Robin A. Coulter, 2016. "From fragmentation to imagination: moving to Marketing’s next Era," AMS Review, Springer;Academy of Marketing Science, vol. 6(3), pages 132-141, December.
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