Lowe, Sid; Carr, Adrian N.; Thomas, Michael - In: European Journal of Marketing 38 (2004) 9/10, pp. 1057-1064
Paradigms are sets of prior assumptions that configure ways of seeing. This article employs a notion taken from Web of Life to map how paradigms in marketing have proliferated according to their juxtaposition within three criteria, namely structure, pattern and process. The exercise, termed...