haku: @author Firat, A. F. / yhteensä: 3
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| Tekijä: | Firat, A. F. Venkatesh, A. |
| Otsikko: | Postmodernity: the age of marketing |
| Lehti: | International Journal of Research in Marketing
1993 : AUG, VOL. 10, p. 227-249 |
| Asiasana: | MARKETING RESEARCH CONSUMERS |
| Kieli: | eng |
| Tiivistelmä: | This paper investigates the much discussed phenomenon of postmodernity as it relates to and influences marketing. The major conditions of postmodernity are discussed as hyperreality, fragmentation, reversal of consumption and production, decentering of the subject, and paradoxical juxtapositions (of opposites), with the caution that marketing may already be a postmodern institution. The authors argue that marketing and the market appear as a new metanarrative in this postmodern age, claiming that marketing is the new metaphor for life. |
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