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From segmentation to fragmentation Markets and marketing strategy in the postmodern era

From segmentation to fragmentation Markets and marketing strategy in the postmodern era Attempts to contribute to the growing literature on postmodernism and marketing by addressing the changes in the market and the corresponding changes that have to take place in marketing strategies. Assesses the implications of postmodernism for marketing managers and other marketing practitioners, and proposes the marketing strategies that are needed to respond to the changes in the market with the growing influence of postmodernity. Discusses directions for future research. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

From segmentation to fragmentation Markets and marketing strategy in the postmodern era

European Journal of Marketing , Volume 31 (3/4): 25 – Apr 1, 1997

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Publisher
Emerald Publishing
Copyright
Copyright © 1997 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/EUM0000000004321
Publisher site
See Article on Publisher Site

Abstract

Attempts to contribute to the growing literature on postmodernism and marketing by addressing the changes in the market and the corresponding changes that have to take place in marketing strategies. Assesses the implications of postmodernism for marketing managers and other marketing practitioners, and proposes the marketing strategies that are needed to respond to the changes in the market with the growing influence of postmodernity. Discusses directions for future research.

Journal

European Journal of MarketingEmerald Publishing

Published: Apr 1, 1997

Keywords: Marketing; Marketing strategy; Postmodernism; Market segmentation

References