Generalized darwinism foran evolution theory of marketing research: survival for the fittest of marketing knowledge

Green The purpose of this paper is to propose how can a generalized view of Darwinism can be capitalized on to argue for an evolution theory of marketing research. It is argued that the stages of variation, selection and replication in Darwinism thinking are analogous in conjunction to the encoding, application and decoding phases of evolutionary marketing research. This research concludes that such triangulated should lead to enhanced academic comprehension of marketing phenomena, insights and outlooks.