Definition of Marketing Paradigm
Marketing Paradigm is defined as the methodology through which marketing is carried out by means of a set of procedures and attitudes. There are various marketing strategies that are practiced under traditional and even new marketing paradigms. Some of them are Relationship marketing, Network marketing, Diversity marketing, Evangelism marketing and lastly Consumer Culture Theory alias CCT.
Textbooks on Marketing Paradigm
Marketers should have thorough knowledge of the Marketing Paradigm concept for updating its brand as per a changing marketing scenario. Hence, marketers can refer to some textbooks regarding Marketing Paradigm, whose details have been listed as follows:
- The New Marketing Paradigm: Integrated Marketing Communications by Don E. Schultz,Stanley I. Tannenbaum and Robert F. Lauterborn (Published by McGraw Hill Professional – Year 1994).
- Conceptualising Marketing Communication in the New Marketing Paradigm: A Postmodern Perspective by Wilson F. Ozuem (Published by Universal-Publishers – Year 2004).
Examples of Marketing Paradigm
Example 1: An interesting example of Marketing Paradigm can be its application in Relationship marketing. It is a form of marketing that makes a brand focus more on its customers than on its sales transactions. It is an important marketing paradigm since retaining existing customers is as crucial as making new customers in these times of cut-throat competitive markets.
Example 2: Another interesting example of Marketing Paradigm can be its application in Network Marketing. This is a form of marketing that involves a number of people who can be existing customers or agents for the marketing and brand name expansion of the brand. It is a crucial marketing paradigm since it has become quite important for marketers to take maximum people into confidence of their brand name and usage before the rival overtakes the market space.
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