A marketing identity is flourishing

Sidney J. Levy

Research output: Contribution to journalComment/debatepeer-review

3 Scopus citations


This commentary reports my view of the paper by El-Ansary, Shaw, and Lazer (2018). I take issue with two main aspects of the paper: (1) I doubt that there is a crisis in the identity of the marketing field, and (2) I doubt that paradigm four, which they propose, will supplant the current ruling paradigm. I explain these disagreements by giving my version of the historical developments and by describing the current situation that I believe will survive their contribution and claims.

Original languageEnglish (US)
Pages (from-to)18-19
Number of pages2
JournalAMS Review
Issue number1-2
StatePublished - Jun 2018


  • Branding
  • Broadened marketing
  • Marketing identity

ASJC Scopus subject areas

  • Marketing


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