| Author: | Firat, A. Venkatesh, A. |
| Title: | Postmodernity: the age of marketing |
| Journal: | International Journal of Research in Marketing
1993 : AUG, VOL. 10:3, p. 227-249 |
| Index terms: | MARKETING DECENTRALISATION RESEARCH |
| Language: | eng |
| Abstract: | This paper investigates the much discussed phenomenon of postmodernity as it relates to and influences marketing. The major conditions of postmodernity are discussed as hyperreality, fragmentation, reversal of consumption and production, decentering the subject, and paradoxical juxtapositions (of opposites), with the caution that marketing may already be a postmodern institution. The conditions of postmodernity present many opportunities and challenges for marketing and for humanity as a whole. |
SCIMA