Paradigmatic Shift in Marketing: Examining the Role of the Purpose Component in Kotler’s Six P Model
Keywords:
Paradigm shift, marketing, purpose, Kotler’s Six P modelAbstract
This study aims to explain the paradigmatic transition from the traditional 4P model to Kotler’s Six P model and to analyze the central role of Purpose in ensuring its conceptual coherence. Adopting a qualitative, analytical–interpretive design, data were collected through a systematic review of marketing literature (2019–2025) and semi-structured interviews with 12 academic and professional experts; thematic analysis was conducted using MAXQDA, with trustworthiness ensured via Lincoln and Guba’s criteria. The analysis yielded four overarching themes, eight organizing themes, and thirty-six basic codes, indicating that Purpose functions as the integrative core of the Six P model, through which other components are coherently aligned; the logic of marketing shifts from instrumental exchange to meaning-based, human-centered responsibility. By positioning Purpose at its core, the Six P model reframes marketing from operational management to value- and meaning-driven leadership, signaling a paradigmatic transformation in contemporary marketing.
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