Marketing theory: Breaking the siege of incrementalism

被引：13

作者：

Dholakia, Nikhilesh ^{[1
]}

机构：

[1] Univ Rhode Isl, Coll Business Adm, Kingston, RI 02881 USA

来源：

JOURNAL OF MARKETING MANAGEMENT | 2009年 / 25卷 / 7-8期

关键词：

D O I：

10.1362/026725709X471659

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Since 1940, marketing theory has undergone two full transformational turns - managerial and broadening - but a third turn, radical-postmodern, is unfinished. Unready for radical-postmodern renewal, marketing theory revels in self-fuelling spirals of incrementalism. A postcolonial approach - with an ideological reversal that put consumers in the driving seat - may be the way to break the siege of incrementalism.

引用

页码：825 / 829

页数：5

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