search query: @author Dholakia, N. / total: 4
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| Author: | Firat, A. Dholakia, N. Venkatesh, A. |
| Title: | Marketing in a postmodern world |
| Journal: | European Journal of Marketing
1995 : VOL. 29:1, p. 40-56 |
| Index terms: | MARKETING CONSUMERISM MARKETING STRATEGY |
| Language: | eng |
| Abstract: | Begins with the premiss that we are living through an epochal change from the modern to the postmodern era and that marketing organizations have to reconsider their conceptions of the market, the consumer and marketing practice accordingly. Following a brief discussion of the themes of postmodernity, explores some of the key assumptions of modern marketing that are challenged by the transformation to postmodernity. |
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