Pergeseran Paradigma dalam Pemasaran: Tinjauan Manajerial dan Perilaku Konsumen
Marketing as a field of study has been proven to have a significant progress especially in the practical ways conducted by marketing practitioners. Paradigm shifts covering new managerial and behavioural concepts and practices in marketing have been developed from time to time. This article mainly p...
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| Format: | Article NonPeerReviewed |
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[Yogyakarta] : Universitas Gadjah Mada
1997
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| Online Access: | https://repository.ugm.ac.id/24826/ http://i-lib.ugm.ac.id/jurnal/download.php?dataId=7804 |
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| Institution: | Universitas Gadjah Mada |
| Summary: | Marketing as a field of study has been proven to have a significant progress especially in the practical ways conducted by marketing practitioners. Paradigm shifts covering new managerial and behavioural concepts and practices in marketing have been developed from time to time. This article mainly presents the paradigm shifts in marketing' especially those related to the shift from transaction marketing to relationship marketing as the main shift in the last decade. Other paradigm shifts relqted to that main paradigm shift has also been discussed.
Key words: paradigm |
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