Discourse Analysis Approach; A Framework for Determining The Paradigm Shift in Marketing

Abstract

For investigating any science and identifying its different aspects, we need a true understanding about its changes and developments. This true understanding occurs through using an accurate framework. One of the approaches which are used in discourse changes and political phenomena is the discourse analysis. In the field of marketing, the recent paradigm shift from marketing management to relationship marketing has led to deep and extended attitudinal changes.

In this study, for investigating the mentioned shift the Laclau and Mouffe discourse analysis in political sciences has been applied. It has been attempted to present a basic framework for better understanding about marketing and discussions.