Abstract

<p>In this paper the paradigm shift from marketing mix to relationship marketing is studied in greater depth through the lens of literature from Thomas Kuhn’s perspective of paradigm shifts. In the marketing discipline a paradigm shift is being seen evolving from marketing mix to relationship marketing. As in the words of Kuhn, paradigms are only good until they hold on to the promise of solving day to day problems which the scientific discipline faces. A paradigm is only accepted by a discipline until no other paradigms other than it helps in solving problems. The marketing mix paradigm has been in dominance since the 1940’s. It did work well back then because the physical goods constituted the majority of the economy. However, today’s world demands much more than the 4ps for a firm to sustain in the fiercely competitive service and industrial dominant markets. In meeting needs of consumers in a mutual beneficial manner maintaining long-lasting relationship with consumers is required more than ever now</p>