search query: @indexterm STRUCTURAL CHANGE / total: 382
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| Author: | Firat, A. F. Schultz II, C. J. |
| Title: | From segmentation to fragmentation: Markets and marketing strategy in the postmodern era |
| Journal: | European Journal of Marketing
1997 : VOL. 31:3/4, p. 183-207 |
| Index terms: | MARKETING STRUCTURAL CHANGE SEGMENTATION MARKETING STRATEGY |
| Language: | eng |
| Abstract: | This article provides an objective overview of the emergence of a social phenomenon, postmodernism, and to discuss the impacts it may have on the marketing discipline, especially for research opportunities for consumer and marketing research scholars, and strategic contingencies for marketing managers. Postmodernism has the potential to reframe our thinking about business practices and social trends in an global but fragmented marketplace, and to give marketing managers new knowledge that can abet strategic decision making. |
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