A marketing identity is flourishing

Sidney J. Levy

doi:10.1007/s13162-018-0113-3

A marketing identity is flourishing

Sidney J. Levy

Marketing

Research output: Contribution to journal › Comment/debate › peer-review

4 Scopus citations

Abstract

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 language	English (US)
Pages (from-to)	18-19
Number of pages	2
Journal	AMS Review
Volume	8
Issue number	1-2
DOIs	https://doi.org/10.1007/s13162-018-0113-3
State	Published - Jun 2018

Keywords

Branding
Broadened marketing
Marketing identity

ASJC Scopus subject areas

Marketing

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10.1007/s13162-018-0113-3

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title = "A marketing identity is flourishing",

abstract = "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.",

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author = "Levy, {Sidney J.}",

note = "Publisher Copyright: {\textcopyright} 2018, Academy of Marketing Science.",

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N2 - 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.

AB - 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.

KW - Branding

KW - Broadened marketing

KW - Marketing identity

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JO - AMS Review

JF - AMS Review

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ER -

A marketing identity is flourishing

Abstract

Keywords

ASJC Scopus subject areas

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