Marketing as Multiplex: Screening Postmodernism

Marketing as Multiplex: Screening Postmodernism 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 – attempts to clarify some of the confusion surrounding postmodernism. Argues that much of what passes for postmodern marketing, is not, and draws attention to several shortcomings in the postmodernist position. Concludes that, although the concept has much to contribute to marketing discourse, the adoption of postmodern perspectives is not without penalty. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Marketing as Multiplex: Screening Postmodernism

European Journal of Marketing, Volume 28 (8/9): 25 – Aug 1, 1994

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Publisher
Emerald Publishing
Copyright
Copyright © 1994 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
D.O.I.
10.1108/03090569410067631
Publisher site
See Article on Publisher Site

Abstract

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 – attempts to clarify some of the confusion surrounding postmodernism. Argues that much of what passes for postmodern marketing, is not, and draws attention to several shortcomings in the postmodernist position. Concludes that, although the concept has much to contribute to marketing discourse, the adoption of postmodern perspectives is not without penalty.

Journal

European Journal of MarketingEmerald Publishing

Published: Aug 1, 1994

Keywords: Marketing mix; Marketing research; Marketing theory; Post‐modernism

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