Marketing Paradigm
... In the first, “towards a paradigm shift in marketing?” we feel that there is a change in marketing. Now we can’t stop ourselves to the classic “4P” but we’ve to see marketing at a whole, touching all members in the firm. ... I SUMMARIES The first text treats about the paradigm shift in marketing. After the classic marketing mix (price, product, promotion, place), there seems to be a paradigm shift in marketing who’s called relationship marketing. ... So, Coviello identified four level of definition: transactional marketing and relational marketing (with database marketing, interaction marketing, and network marketing). ... After survey in different sector, he realizes that there isn’t one type of marketing practice per sector. Some types of marketing practice are more common in some sectors than others, to varying degrees. Finally he is just identified a shift in the practice of marketing. Now marketing needs to be practised as an integrative activity that implies all the members of the company. The second text tries to explain how this new paradigm shift can influence the organisation of companies, and, analyse the response of front-line employees to this change. ... The third, marketing concept article begins by defining marketing not only as the satisfaction of individual and organisational objectives, but also like an approach to do business. The greatest marketing organisation is when everybody has to make decisions based on the impact on customer. ... The nearest cluster to their definition is called “marketing philosophers”. In contrast the “sales supporters” is the part of the sample in which marketing is restricted to the marketing department. ... They don’t see marketing as a guiding philosophy but they trust it is about identifying customer needs.