The Reexamination of Scientific Foundations of Marketing Theories:Paradigm Shift and the Impact of Customer-Generated Marketing
| Autor: | Guann-Jyh Lee, 李冠志 |
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| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 96 The core problem derived from researches on marketing theories in the twentieth century is the lack of evaluation of the philosophy of science. Scholars usually accept the existing theories without cross examination of the substantial content and the influx from other disciplines. Hence, they do not comprehend the development of the context of marketing theories, thoughts encouraged by various schools, and their evolutionary philosophical implications. This study, based on the philosophy of marketing science, reevaluates the development of marketing theories in attempting to explore satisfactory answers for the structural demands of syntax, semantics and pragmatics. It also renders a more explicit research theme and philosophical significance to marketing science. The emphases on historicism and humanitarianism in the arguments and advanced empirical practices are also deemed crucial for a systemic and holistic research. In face of the information and communication technology developments and emerging ubiquitous Internet age, it has induced changes in consumer behavioral patterns as communication of information becomes more connected and efficient, which prompted business to discard conventional marketing thoughts. The technological advancement has triggered the shift and revolution of marketing paradigm which now places emphasis in customer-generated marketing and the impact of it on socio-economic life. Web2.0 resulted in the transformation at all levels of value chain within each industry, whereby the consumer could possibly act as the producer or a strategic partner of the producer. The Web 2.0 and related communication technologies is a disruptive force that has changed the way that messages about products and brands are delivered and received, and the rise of social media driven and energized by the innovation is a fundamental change for marketing concepts. Opinions of the consumer can now be valued and strengthened which eventually marked the beginning of a customer-generated marketing era. These innovations enable not only the conformation of diversified marketing networks, but also enhanced participation of consumers to put across new ideas. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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