Journal article
The marketing mix paradigm and the Dixonian systems perspective of marketing
Journal of historical research in marketing, v 3(1)
01 Jan 2011
Featured in Collection : UN Sustainable Development Goals @ Drexel
Abstract
Purpose - The purpose of this paper is to present an alternative view of marketing that Donald F. Dixon spent much of his distinguished career developing - a paradigm that we refer to as the Dixonian systems perspective of marketing. It is a paradigm that presents marketing as a phenomenon that reaches far beyond the micro/managerial marketing mix paradigm.
Design/methodology/approach - Analysis and interpretation of Donald F. Dixon's and colleagues' scholarly work to distill the essence of Dixon's view of marketing, which we refer to as the Dixonian systems perspective of marketing.
Findings - The Dixon's systems perspective of marketing offers a framework for the analysis of macromarketing issues that is not provided by the conventional marketing mix micro/managerial paradigm.
Originality/value - The paper provides a concise overview of the macro/systems ideas and concepts of marketing contained in Donald F. Dixon's and his colleagues' extensive writings that to date has not been available from any other source.
Metrics
Details
- Title
- The marketing mix paradigm and the Dixonian systems perspective of marketing
- Creators
- Bert Rosenbloom - Drexel UniversityBoryana Dimitrova - Drexel University
- Publication Details
- Journal of historical research in marketing, v 3(1)
- Publisher
- Emerald Group Publishing
- Number of pages
- 14
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Marketing
- Web of Science ID
- WOS:000214576900006
- Scopus ID
- 2-s2.0-84890113419
- Other Identifier
- 991019168260504721
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- Web of Science research areas
- Business