The Consumption Paradigm in Marketing

  • Eka Ardianto Prasetiya Mulya Graduate School of Management
Keywords: consumption, paradigm, marketing

Abstract

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.

References

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Published
2003-06-12
How to Cite
Ardianto, E. (2003). The Consumption Paradigm in Marketing. Gadjah Mada International Journal of Business, 5(2), 189-206. Retrieved from https://journal.ugm.ac.id/v3/gamaijb/article/view/14317
Section
Articles