haku: @indexterm MARKETING THEORY / yhteensä: 244
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| Tekijä: | Brown, S. |
| Otsikko: | Marketing as multiplex: screening postmodernism |
| Lehti: | European Journal of Marketing
1994 : VOL. 28:8/9, p. 27-51 |
| Asiasana: | MARKETING MIX MARKETING RESEARCH MARKETING THEORY |
| Kieli: | eng |
| Tiivistelmä: | Marketing academics have recently been exhorted to embrace postmodernism, the so-called "new perspective on life and the human condition that is sweeping across the globe". Using postmodernism's own tools of playfulness, paradox and irreverence - in the shape of the multiplex cinema as a metaphor for marketing - the article attempts to clarify some of the confusion surrounding postmodernism. Much of what passes for postmodern marketing is not. Attention is drawn to several shortcomings in the postmodernist position. |
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