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This text asks how postmodernism can throw light on marketing theory. It first establishes the terrain of postmodernism, charting the various elements of postmodern theoretical development. Then it reviews marketing thought, considering where postmodernism can be most easily applied to marketing activity, whether it is analyzing the sale of advertising space in virtual reality or the characteristics of a consumer society. The book describes and assesses the response of marketing researchers to postmodernism, asking whether they really tackle the key elements that define postmodernism.
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- PublisherCengage Learning Emea
- Publication date1995
- ISBN 10 0415101557
- ISBN 13 9780415101554
- BindingHardcover
- Number of pages225
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Postmodern Marketing
Published by
Thomson Learning Emea, United Kingdom
(1995)
ISBN 10: 0415101557
ISBN 13: 9780415101554
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Hardcover
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