Marketing strategies and paradigms

It originated in consumer markets where relatively low-valued products were sold to mass markets using mass media. Marketing theory held that the first step was to determine customer needs, then next, produce a product or service that will satisfy these needs. The underlying philosophy was that all the firm's strategic decisions were driven by customer expectations. This core idea has gone though many incarnations in the intervening decades, and gone under various names including: marketing orientation, customer driven, the marketing philosophy, customer intimacy, customer focus, and market driven.

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There was a group of theorists that felt this gradual evolution was unsatisfactory. They saw marketing, not as a continuously evolving discipline, but as an established discipline ripe for a paradigm shift. They felt that a radical new perspective was required. These theorists are typically associated with either relationship marketing, customer experience management, or network marketing. Relationship marketers, for example, feel that the shift from single transaction marketing to long-term relationship marketing will require a complete revamping of the discipline. Customer experience marketers feel that the relationship marketers started in the right direction but were derailed by their dependence on customer relationship management software, which caused them to lose focus of the individual customer's experience of the service encounter. Network marketers stress the interconnectedness of market actors and transactions and can be seen as the application of systems thinking to marketing.

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