Toward a new paradigm for marketing: The evolutionary exchange paradigm

L. Douglas Kiel, Robert F Lusch, B. G. Schumacher

Research output: Contribution to journalArticlepeer-review

7 Scopus citations


The paper presents a platform for marketing theory development and programmatic research. This platform fits marketing into a universal and evolutionary exchange paradigm that integrates human exchange with that of other living and nonliving systems. Importantly, it is shown how marketing exchange is itself a part of evolving exchange systems that are commonly discussed in the natural sciences. It is proposed that exchange systems, at all levels, evolve as part of a definable pattern. The integration of marketing exchange with exchange in all natural systems may afford a means for enhancing both the study and practice of marketing.

Original languageEnglish (US)
Pages (from-to)59-76
Number of pages18
JournalBehavioral Science
Issue number1
StatePublished - Jan 1992


  • and divergence
  • attraction
  • convergence
  • demanding
  • emergence
  • exchanging
  • information
  • proliference
  • supplying

ASJC Scopus subject areas

  • General Agricultural and Biological Sciences


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