You Have to Twist the Kaleidoscope to See Things Clearly (Service Concepts and the Retail Banking Environment)

Marketing is in the throes of a methodological crisis which will eventually separate ideas and methods more appropriate to service marketing. A practical systems model to diagnose financial service marketing's underlying patterns is introduced. This is both symptomatic of the evolving paradigm change and a way of “twisting the kaleidoscope” to see things more clearly. The absolutist and relativist perspectives are two different ways of viewing the marketing problem, and no single method or paradigm need have monopoly.