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| Author: | Lowe, S. Carr, A.N. Thomas, M. |
| Title: | Paradigmapping marketing theory |
| Journal: | European Journal of Marketing
2004 : VOL. 38:9-10, p. 1057-1064 |
| Index terms: | Planning Marketing theory |
| Freeterms: | Epistemology |
| Language: | eng |
| Abstract: | The article concentrates to map how paradigms in marketing have proliferated according to their juxtaposition within three criteria: structure, pattern and process. The exercise, termed paradigmapping, provides a useful picture of the relative positioning of selected contributions to the field. |
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