haku: @author Venkatesh, A. / yhteensä: 11
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| Tekijä: | Venkatesh, A. |
| Otsikko: | Postmodernism and the marketing imaginary |
| Lehti: | International Journal of Research in Marketing
1993 : AUG, VOL. 10, p. 215-223 |
| Asiasana: | MARKETING RESEARCH CONSUMERS |
| Kieli: | eng |
| Tiivistelmä: | Postmodernism, along with poststructuralism, represents the most fundamental development in the history of ideas in the recent decades. The implications of postmodernist developments for marketing and marketing research have been analyzed in this editorial. The authors of the editorial have summarized some important distinctions between modernism and postmodernism in the table. They have also presented an exhibit to familiarize the readers with some frequently used terminology within the postmodernist discourse. |
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