Towards a paradigm shift in marketing? an examination of current marketing practices

Roderick J. Brodie, Nicole E. Coviello, Richard W. Brookes, Victoria Little

Research output: Contribution to journalArticleResearchpeer-review

166 Citations (Scopus)


In recent years, the traditional Transaction approach to marketing has been challenged to the point where a number of authors have suggested that a “paradigm shift” is occurring. The “newparadigm” is commonly referred to as Relationship Marketing, and has been used to reflect a number of different types of relational marketing activity, including Database, Interaction and Network marketing. This paper investigates current marketing practice to clarify the relevance of these alternative approaches using four case studies and a survey of 134 firms. The results do not support the notion of a complete “paradigm shift”. Rather, the findings show that for many firms, transactional marketing is relevant and practised concurrently with various types of relational marketing. It is concluded that while relational marketing issues are currently receiving attention from academics and practitioners alike, the role of transactional marketing should not be ignored or underestimated.

Original languageEnglish
Pages (from-to)383-406
Number of pages24
JournalJournal of Marketing Management
Issue number5
Publication statusPublished - 1997
Externally publishedYes

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