Marktorientierte Unternehmensführung Buchkatalog

The author intends to the broad discussion of Thomas Kuhn's paradigma-conception in marketing and business economics. It is shown, that contrasting scientific revolutions on the one hand and periods of steady , normal scientific research" on the other cannot be confirmed neither for marketing science in particular nor business economics in gene­ ral. Reflecting the development of marketing-research in Germany, it is undoubtly pos­ sible to find examples for changes in methods or subjects, but there has never been a change in fundamental paradigm of business economics. The interest is continously fo­ cussed on the rationally acting individual which follows the so-called , economic princi­ ple". In the author's conviction this principle has been and will be the fundamental pa­ radigm of business economics. It is shown, that even the often mentioned change of view from , inside-out" to , outside-in", which came upon in anglo-american marketing rese­ arch, as well as the consideration of behavioral sciences are no revolutions in the sense of Thomas Kuhn. Those concepts are profitable enlargements of conventional research concepts and no independent alternatives. The development for marketing and business economics is indeed an evolutionary process without any revolutionary cut. 17 Klaus Backhaus Relationship Marketing - Ein neues Paradigma im Marketing? Einleitung 1. Das Konzept des Relationship Marketing 2. Kennzeichen von Paradigmen 3. Relationship Marketing als Paradigmenwechsel? Literaturverzeichnis Prof. Dr. Klaus Backhaus, Direktor des Betriebswirtschaftlichen Instituts filr Anlagen und Systemtechnologien der Westfiilischen Wilhelms-Universitiit Munster.