Abstract

The purpose of this paper was to address the paradigm shift in the philosophy of marketing science. This shift from modernism to postmodernism and now to neomodernism has been providing new perspectives in terms of the generation of knowledge related to marketing theory and practice as well as marketing research. Neomodernism reflects a combination of commonly appreciated facets of the previous paradigms (e.g. Modernism and Postmodernism), and thus presents a more mature and comprehensive perspective. In the paper, first, the emergence of Neomodernism was depicted in a historical point of view, and second, its possible implications for the certain aspects of marketing research, theory and practice were discussed.