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| Tekijä: | Simmons, G. |
| Otsikko: | Marketing to postmodern consumers: introducing the internet chameleon |
| Lehti: | European Journal of Marketing
2008 : VOL. 42:3/4, p. 299-310 |
| Asiasana: | marketing consumers consumer behaviour Internet |
| Vapaa asiasana: | postmodernism |
| Kieli: | eng |
| Tiivistelmä: | This paper aims at i. providing an overview of postmodern (henceforth as: p-m.) marketing (here as: m-g.) in the consumer context, integrating the relevant literature around two contrary arguments, and ii. at revealing the potential of the Internet as a m-g. tool that can address the complexities inherent in p-m. consumer markets. It is found that complexity prevails in the p-m. m-g. consumer context, with p-m. consumers seeking both individualistic and communal brand experiences. Within this complexity, the Internet is identified as an enabling tool allowing direct, real-time individualized interaction with p-m. consumers. In addition, the Internet's ability to provide these consumers with the opportunity to express this individuality within homogeneous groups is also presented. Furthermore, it is also revealed how the Internet is precipitating significant new opportunities for marketers to engage in and create experiences for p-m. consumers. |
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