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| Author: | Brown, S. |
| Title: | Marketing science in a postmodern world: Introduction to the special issue |
| Journal: | European Journal of Marketing
1997 : VOL. 31:3/4, p. 167-182 |
| Index terms: | MARKETING SCIENCE ART STRUCTURAL CHANGE CULTURE |
| Language: | eng |
| Abstract: | This article is an introduction to a special issue discussing the nature of marketing science in a postmodern world. Postmodernism is an attempt to think the present historically in an age that has forgotten how to think historically in the first place. The project of modernity is characterized as progressivist, forwardlooking, onward and upward paradigm. Marketing is implicated in, and affected by such considerations. The article overviews briefly the history of science/art of marketing and the postmodern era. |
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