Murray and Ozanne (1991) provided evidence of paradigmatic approaches in market and consumer research by classifying the field into Positivism, Interpretivism and Critical Theory. We discuss these approaches and celebrate their contribution. We posit, however, that paradigms are symptomatic of...

This paper focuses on supply-related functions in nontraditional areas, an innovative distribution marketing approach relating to nonprofit service organisations. Whereas most literature, in the past, has focused on the buying and selling of goods and services by commercial and profitoriented...