Gadjah Mada International Journal of Business
Vol 5, No 2 (2003): May-August

The Consumption Paradigm in Marketing

Ardianto, Eka ( Prasetiya Mulya Graduate School of Management, Jakarta)

Article Info

Publish Date
12 Aug 2003

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.

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Journal Info
Gadjah Mada International Journal of Business
Website

Abbrev

GAMAIJB

Publisher

Universitas Gadjah Mada

Subject

Economics, Econometrics & Finance

Description

Gadjah Mada International Journal of Business (GamaIJB) is a peer-reviewed journal published three times a year (January-April, May-August, and September-December) by Master of Management Program, Faculty of Economics and Business, Universitas Gadjah Mada. GamaIJB is intended to be the journal for ...