The Evolution of Marketing Paradigm
Abstract
The marketing paradigm made a dramatic shift from transactional marketing to relationship marketing in the mid to late twentieth century. It is of significance to explore in depth the logic behind these two marketing paradigms and their practical application. This paper elaborates on the marketing mix with its criticisms, one of the Marketing Management Theories that largely constitutes the transactional paradigm of marketing, illustrates the shift in marketing paradigm to relationship marketing, as well as using multiple examples to critically evaluate the use of relationship marketing in today's marketing practices.
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DOI: http://dx.doi.org/10.18686/mmf.v6i4.5401
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