行銷思想學派的演進與典範的移轉

The Evolution of Marketing School of Thought and Change of Paradigm

黃俊英(Jun-Ying Huang) ； 周泰華(Tai-Hwa Chow) ； 郭德賓(Te-Ping Kuo)

《臺大管理論叢》 8卷1期 (1997/08) Pp. 187-220

摘要

「行銷學」經過近百年的演進，在發展的過程中不斷從其他研究領域引進觀念，並且擴大應用範圍，如今已發展成為整合經濟學、心理學、社會學、人類學等多種不同學科，形成以「交換」為核心觀念的一門應用科學，並且反過來向其他學科滲透擴散，被廣泛地運用到各種組織和社會、政治領域。本文根據Sheth, Gardner and Garrett(1988)的分類，使用簡易圖解的方法來闡述十二個行銷思想學派的基本理念，並以Kuhn (1970)的「典範理論」觀點來探討行銷思想的演進與典範的移轉，以及因為典範移轉所引發的問題與可行的解決之道。

關鍵字

行銷思想學派 ； 行銷典範

並列摘要

Marketing through nearly one-hundred-year evolution has continuously borrowed concepts from other research territory in its developing process. Today, marketing has integrated different kinds of disciplines, including economics, psychology, sociology and anthrology, formed as an applied science with core concept as ”exchange”, and oppositely diffused to other disciplines, organizations and societical, political domain. Based on Sheth, Gardner and Garrett's (1988) classification, this paper (1) uses diagrammatic method to explain the primary concept of twelve marketing schools of thought, (2) utilizes Kuhn's (1970) ”Paradigm theory” viewpoint to explore the evolution of marketing thought and change of paradigm, (3) discussed the problems derived from changing of paradigm, and suggests some feasible solutions to the problems.

並列關鍵字

Marketing school of thought ； Marketing paradigm