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| Tekijä: | Venkatesh, A. Sherry, J. Jr Firat, A. |
| Otsikko: | Postmodernism and the marketing imaginary |
| Lehti: | International Journal of Research in Marketing
1993 : AUG, VOL. 10:3, p. 215-223 |
| Asiasana: | MARKETING CONSUMERS RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | Postmodernism, along with poststructuralism, represents the most fundamental development in the history of ideas in the recent decades. Postmodernism is not a methodology nor is it merely a set of techniques for research. It is a cultural and philosophical development that has far reaching implications for our notions of ontology and epistemology. The implications of postmodernist developments for marketing and marketing research are several and profound. The editorial outlines these implications and presents the basic postmodernist terminology. |
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