search query: @author O'Shaughnessy, N.J. / total: 2
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| Author: | O'Shaughnessy, J. O'Shaughnessy, N.J. |
| Title: | Postmodernism and marketing: Separating the wheat from the Chaff |
| Journal: | Journal of Macromarketing
2002 : JUN, VOL. 22:1, p. 109-135 |
| Index terms: | Marketing Philosophy USA |
| Freeterms: | Postmodernism |
| Language: | eng |
| Abstract: | Postmodernism, as a philosophy and set of doctrines, has made incursions into marketing. The incursion into marketing has given postmodernism visibility among marketing academics. This article argues that there is need for a critical appraisal of postmodernism's potential contribution to marketing. In setting out the postmodernist claims, this article argues that while some of these claims may be defensible, most are not. Insofar as the influence of postmodernism has been benign or progressive, it is because it has dramatized and intensified criticism already under way of the claim that the methodology of the physical sciences represents the only way to certain knowledge. |
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