Paradygmaty w marketingu - próba syntezy

• Autorzy: Adam Sagan

Warianty tytułu

Paradigms in Marketing - Towards the Synthesis

• Języki publikacji: PL

Abstrakty

Artykuł jest poświecony kierunkom rozwoju szkół, tradycji badawczych i nurtów teoretycznych we współczesnym marketingu w ujęciu ewolucyjnym. Scharakteryzowane zostały podstawowe tradycje badawcze w marketingu na etapie krystalizacji kategorii pojęciowych, rozszerzenie koncepcji i reintegracji. Dokonana została próba syntezy istniejących nurtów w ujęciu wieloparadygmatycznym, zogniskowanym wokół paradygmatu przyczynowego, instrumentalnego i interpretacyjnego. (abstrakt oryginalny)

EN

The aim of the article is outline the developments of schools of thought, research traditions and ways of seeking knowledge in contemporary marketing in evolutionary framework. Basic traditions were characterized as crystallization of conceptual networks, broadening the concepts and reintegration stages of development. The attempt to synthesize existing trends in terms of multiparadigm (causal, instrumental and interpretative) stance of marketing science. (original abstract)

Słowa kluczowe

PL

Nauka; Marketing; Teoria marketingu

EN

Science; Marketing; Marketing theory

• Czasopismo: Marketing i Rynek
• Rocznik: 2012
• Numer: nr 11
• Strony: 2--10

Twórcy

autor

Adam Sagan

• Uniwersytet Ekonomiczny w Krakowie

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