Pergeseran Paradigma Dalam Pemasaran : Tinjauan Manajerial dan Perilaku Konsumen  

Oleh:

Dharmmesta, Basu Swasta

Jenis: Article from Bulletin/Magazine
Dalam koleksi: KELOLA Gadjah Mada University Business Review vol. VI no. 15 (1997), page 12-23.
Topik: PARADIGMA; paradigm; marketing; customer; engineering

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: KK11.4 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Marketing as a field of study has been driven to have a significant progress especially in the practical ways conducted by marketing practitioners. Paradigm shifts covering new managerial and behavioural concepts and practices in marketing have been developed from time to time. This article mainly presents the paradigm shifts in marketing especially those related to the shift from transaction marketing to relationship marketing as the main shift in the last decade. Other paradigm shifts related to that main paradigm shift has also been discussed.

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