Shifting the Marketing Paradigm: Evidences from Traditional Marketing to Postmodern Electronic Marketing

Abstract

Presuming that the marketing is dependent on the said economic and socio-cultural factors, this study attempts to comprehend the paradigm shift of marketing form the traditional marketing paradigm to the postmodern marketing era of electronic marketing paradigm. The researcher in this research, primarily conduct a methodology of literature-based theoretical analysis. Literature has been reviewed in an explicit angle to explore empirical debates in the field of marketing to identify some distinctive themes of the paradigm shift of the concept of marketing. In the analysis of the marketing literature the researcher could found four different marketing paradigms based on some basic assumptions; traditional paradigm, transitional paradigm, the new paradigm, and the emerging paradigm of marketing. Further it was noted key characteristics upon these paradigm; mass marketing, segmented marketing, customer marketing focus with database management, and the internet based marketing. These key characteristics reflect the complexity of the paradigm shift towards the postmodern consumption until to the creation of a hypercompetitive market condition. Consumption and satisfaction with heavy advertising, clear customer targeting with strong positioning in the end of proper segmenting, customization and strong databases, and more demanding, discriminating less loyal customer bases were the underlined assumptions and approaches to identify paradigm shift of the concept of marketing.