Marketing Paradigm - Third Millennium
In the past, the business environment was oriented towards the industry, but a half century ago the focus shifted from industry to firm, underlying the microeconomic approach, which allowed the market evaluation in terms of demand and cost, identifying various conditions that generated elasticity demands (Dixon & Wilkinson, year, p. 62).
This marketing paradigm, therefore, was the incipient conceptualization of the commercial relationship between the business and different customers, wherein the business adapts its offer to various demand levels.
The paradigm identified by Robinson (1933, in Dixon & Wilkinson, 1989, p. 62) as the division of market in sub-markets, ranging ...