Communication in postmodern integrated marketing

Communication in postmodern integrated marketing Successful marketing strategies in the twenty‐first century require successful communication strategies and this requires more creative thinking allied to an integrated approach to all communication activities. A postmodernist perspective and the influence of societal pressure now challenge the assertion that marketing is a rational formal process of analysis, planning, implementation and control. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Corporate Communications: An International Journal Emerald Publishing

Communication in postmodern integrated marketing

Loading next page...
 
/lp/emerald-publishing/communication-in-postmodern-integrated-marketing-2BJhN4eLtz
Publisher site
See Article on Publisher Site

Abstract

Successful marketing strategies in the twenty‐first century require successful communication strategies and this requires more creative thinking allied to an integrated approach to all communication activities. A postmodernist perspective and the influence of societal pressure now challenge the assertion that marketing is a rational formal process of analysis, planning, implementation and control.

Journal

Corporate Communications: An International JournalEmerald Publishing

Published: Sep 1, 2002

Keywords: Communications; Marketing strategy; Postmodernism

References

  • America
    Baudrillard, J.
  • Marketing as multiplex: screening postmodernism
    Brown, S.
  • From segmentation to fragmentation: markets and marketing strategy in the postmodern era
    Firat, A.F.; Venkatesh, A.
  • Marketing in a postmodern world
    Firat, A.F.; Dholakia, N.; Venkatesh, A.
  • Ethical perspectives on the postmodern communications Leviathan
    Hackley, C.E.; Kitchen, P.J.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off