The Consumption Paradigm in Marketing
| Autor: | Eka Ardianto |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2003 |
| Předmět: | |
| Zdroj: | Gadjah Mada International Journal of Business, Vol 5, Iss 2, Pp 189-206 (2003) |
| Druh dokumentu: | article |
| ISSN: | 1411-1128 2338-7238 |
| DOI: | 10.22146/gamaijb.5408 |
| Popis: | This article elaborates consumption paradigm in marketing. In background, this paper reviews different perspectives of consumption: economic perspective and marketing perspective. In ontology, this work describes various issues regarding consumption view. In epistemology, this article demonstrates how marketers especially researches explore the consumption phenomena. In methodology, the article describes experiential marketing –one of applied consumption paradigm in marketing, which could be an alternative choice of marketing practices. |
| Databáze: | Directory of Open Access Journals |
| Externí odkaz: |
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