La résilience du marketing

What is the resilience of the marketing discipline? In other words, what is the perennity of the marketing concept, of marketing principles and purpose, and what is the adaptive capacity of marketing over time? In what measure are marketing researchers capable of reassessment and questioning relative to their discipline and what are their quests for identity? How does marketing respond to the severe shocks that characterize our time and to what extent does it integrate societal issues? Are marketing theories ideologically rooted, and can we speak of good or bad theories? What is the role of intention, volition, in this transformative process; and what is the resilience of the marketing academic community? These are the questions this article attempts to answer, by revisiting the "paradoxes of marketing".