Add to ORKGRecent aspects of Western life in general and of consumption particularly demonstrate a major trend - that of postmodernism - as we approach the coming fin de siècle. This article looks at postmodern thinking as it affects marketing. Notwithstanding the strong French influence on this cultural phenomenon, it is suggested that managers all over Europe need to understand the meaning of postmodernism and the message it holds for the discipline of marketing. In particular, the author reviews five widely-held ideas about postmodernism and discusses their relevance for marketing management.
The paper provides key assumptions for the development of the new theory shift, emotional marketing,...
Trata do marketing sob o ponto de vista epistemológico de seus fundamentos para percebê-lo como disp...
This position paper introduces a fresh philosophical framework for marketing theory and practice: ne...
Postmodernism leads to epochal changes in culture, technology, economic, art and other areas. Manage...
This article highlights some of the limits of the traditional approach of research through the revie...
This paper explores the rationale for the identification of ‘postmodern’ consumers as a form of comp...
Postmodernism, as a philosophy and a set of doctrines, has made incursions intomarketing. The incurs...
The traits of postmodernist communication with consumers are based on the transmission of postmodern...
This thesis focuses on the definition of the term postmodern marketing in the area of marketing lite...
No article covering postmodernism seems complete without the author(s) (a) explaining that postmoder...
This paper argues that British society, together with the other parts of the post-industrial world,...
This article highlights some of the limits of the traditional approach of research through the revie...
Purpose – This paper aims at interpreting the epistemology of marketing. The paper investigates seve...
Postmodernism is a variety of meanings and definitions, is used to refer to many aspects of social l...
Postmodernizm, toplumsal yapı, kültür, edebiyat, sosyoloji, psikoloji, ekonomi gibi alanlarda olduğu...
The paper provides key assumptions for the development of the new theory shift, emotional marketing,...
Trata do marketing sob o ponto de vista epistemológico de seus fundamentos para percebê-lo como disp...
This position paper introduces a fresh philosophical framework for marketing theory and practice: ne...
Postmodernism leads to epochal changes in culture, technology, economic, art and other areas. Manage...
This article highlights some of the limits of the traditional approach of research through the revie...
This paper explores the rationale for the identification of ‘postmodern’ consumers as a form of comp...
Postmodernism, as a philosophy and a set of doctrines, has made incursions intomarketing. The incurs...
The traits of postmodernist communication with consumers are based on the transmission of postmodern...
This thesis focuses on the definition of the term postmodern marketing in the area of marketing lite...
No article covering postmodernism seems complete without the author(s) (a) explaining that postmoder...
This paper argues that British society, together with the other parts of the post-industrial world,...
This article highlights some of the limits of the traditional approach of research through the revie...
Purpose – This paper aims at interpreting the epistemology of marketing. The paper investigates seve...
Postmodernism is a variety of meanings and definitions, is used to refer to many aspects of social l...
Postmodernizm, toplumsal yapı, kültür, edebiyat, sosyoloji, psikoloji, ekonomi gibi alanlarda olduğu...
The paper provides key assumptions for the development of the new theory shift, emotional marketing,...
Trata do marketing sob o ponto de vista epistemológico de seus fundamentos para percebê-lo como disp...
This position paper introduces a fresh philosophical framework for marketing theory and practice: ne...