Access the full text.
Sign up today, get DeepDyve free for 14 days.
S. Connor (1989)
Postmodernist Culture: An Introduction to Theories of the Contemporary
Bev Skeggs (1994)
Changing Cultures: Feminism, Youth and ConsumerismFeminist Review, 47
B. Turner (1992)
Theories of modernity and postmodernityBritish Journal of Sociology, 43
James Rothman (1992)
‘Post Modern’ Research and the ArtsInternational Journal of Market Research, 34
J. Doherty, E. Graham, M. Malek (1992)
Postmodernism and the Social Sciences
F. Webster (1992)
The Changing Role of Marketing in the CorporationJournal of Marketing, 56
J. Davies (1992)
The Essential Guide to Database Marketing
A. Venkatesh (1992)
Postmodernism, Consumer Culture and the Society of the SpectacleACR North American Advances
H. Caygill (1990)
Architectural Postmodernism: The Retreat of an Avant-Garde?
G. Foxall (1983)
Consumers' intentions and behaviour: A note on research and a challenge to researchers
R. Bocock, K. Thompson (1992)
Social and cultural forms of modernity
C. Norris (1992)
Uncritical Theory: Postmodernism, Intellectuals and the Gulf War
M. Featherstone (1991)
Consumer Culture and Postmodernism
M. Holbrook, Mark Grayson (1986)
The Semiology of Cinematic Consumption: Symbolic Consumer Behavior in Out of AfricaJournal of Consumer Research, 13
M. Karoubi (1978)
K-Theory: An Introduction
P. Clark, T. Eagleton (1984)
Literary Theory: An Introduction.Contemporary Sociology, 13
Guenther Mueller‐Heumann (1992)
Market and technology shifts in the 1990s: Market fragmentation and mass customizationJournal of Marketing Management, 8
A. Ward (1975)
Seeing Isn't Believing.Science Activities
J. Beadle (1993)
Will Pop Eat Itself
T. Peters (1992)
Liberation Management: Necessary Disorganization for the Nanosecond Nineties
I. Hassan (1985)
The Culture of PostmodernismTheory, Culture & Society, 2
R. Boyne, Ali Rattansi (1990)
The Theory and Politics of Postmodernism: By Way of an Introduction
P. Drucker (1993)
Post-Capitalist Society
G. Foxall (1992)
The consumer situation: An integrative model for research in marketing∗Journal of Marketing Management, 8
G. Foxall (1990)
Consumer Psychology in Behavioural Perspective
U. Eco (1984)
Postscript to The name of the rose
J. Lyotard, G. Bennington, B. Massumi (1979)
The postmodern condition : a report on knowledge
Stephen King (1985)
Has marketing failed, or was it never really tried? 1Journal of Marketing Management, 1
Alvin Toffler (1990)
Powershift: Knowledge, Wealth and Violence at the Edge of the 21st Century
M. Baker, S. Hart (1989)
Marketing and Competitive Success
R. Ruland, M. Bradbury (1991)
From Puritanism to Postmodernism: A History of American Literature
A. Callinicos (1989)
Against Postmodernism: A Marxist Critique
P. Waugh (1992)
Postmodernism : a reader
Laurie Wood (1990)
The end of the product life cycle? Education says goodbye to an old friendJournal of Marketing Management, 6
L. Bucklin, Sanjit Sengupta (1993)
Organizing Successful Co-Marketing AlliancesJournal of Marketing, 57
Michael Shapiro (1991)
Reading The Postmodern Polity: Political Theory as Textual Practice
B. Smart (2023)
Modern Conditions, Postmodern Controversies
M. Sarup (1988)
An introductory guide to post-structuralism and postmodernism
Stephen Brown (1993)
Retail Location Theory: Evolution and EvaluationThe International Review of Retail, Distribution and Consumer Research, 3
J. Durgee (1987)
Phenomenology: New Methods For Asking Questions and Interpreting ResultsACR North American Advances
R. Selden, P. Widdowson, P. Brooker (1986)
A reader's guide to contemporary literary theory
Michael Thomas (1994)
Marketing – in Chaos or Transition?European Journal of Marketing, 28
C. Norris, R. Young (1983)
Untying the Text: A Post-Structuralist ReaderModern Language Review, 78
Stuart Brown (1981)
Reason and religionNoûs, 15
(1989)
Panic Encyclopedia: The Definitive Guide to the Postmodern Scene
Stuart Hall, David Held, Anthony Mcgrew (1992)
Modernity and its futures
S. Lash (1990)
Sociology of postmodernism
A. Robinson, Victor Burgin (1986)
The End of Art Theory: Criticism and Postmodernity@@@BetweenModern Language Review, 84
M. Hussey, G. Hooley (1995)
The diffusion of quantitative methods into marketing managementJournal of Marketing Practice: Applied Marketing Science, 1
B. Frankel (1988)
The Post-Industrial UtopiansCapital & Class, 12
J. Hughes, W. Sharrock (1981)
The philosophy of social research
R. Achrol (1991)
Evolution of the Marketing Organization: New Forms for Turbulent EnvironmentsJournal of Marketing, 55
M. Christopher, A. Payne, D. Ballantyne, L. Pelton (1993)
Relationship Marketing: Bringing Quality, Customer Service and Marketing Together
William Cain, C. Norris (1983)
Deconstruction: Theory and Practice.Mln, 98
E. Hirschman (1993)
Ideology in Consumer Research, 1980 and 1990: A Marxist and Feminist CritiqueJournal of Consumer Research, 19
(1993)
Antiethinyl estradiol antibodies
John Updike (1991)
Odd Jobs: Essays and Criticism
Grant Mccracken (1989)
New approaches to the symbolic character of consumer goods and activities
B. McH., Matei Călinescu, D. Fokkema, I. Hassan, Arthur Kroker, D. Cook, Marilouise Kroker (1986)
Exploring Postmodernism@@@The Postmodern Turn: Essays in Postmodern Theory and Culture@@@The Postmodern Scene: Excremental Culture and Hyper-AestheticsPoetics Today, 9
G. Foxall (1995)
Science and interpretation in consumer research: a radical behaviourist perspectiveEuropean Journal of Marketing, 29
D. Gensch, R. Javalgi (1987)
The Influence of Involvement on Disaggregate Attribute Choice ModelsJournal of Consumer Research, 14
J. Habermas (1985)
The Philosophical Discourse of Modernity
E. Rogers (1987)
The Critical School and Consumer ResearchACR North American Advances
E. Gellner (1992)
Postmodernism, reason and religion
R. Hughes (1980)
The Shock of the New
M. Soderlund (1990)
Business Intelligence in the Post‐modern EraMarketing Intelligence & Planning, 8
A. Venkatesh, John Sherry, A. Firat (1993)
Postmodernism and the marketing imaginaryInternational Journal of Research in Marketing, 10
J. Hammond (1981)
Essays and Criticism
Steven Brown, R. Peterson (1993)
ANTECEDENTS AND CONSEQUENCES OF SALESPERSON JOB SATISFACTION: META ANALYSIS AND ASSESSMENT OF CAUSAL EFFECTSJournal of Marketing Research, 30
L. Scott (1993)
Spectacular vernacular: Literacy and commercial culture in the postmodern ageInternational Journal of Research in Marketing, 10
Torsten Nilson (1992)
Value-Added Marketing: Marketing Management for Superior Results
A. Firat, A. Venkatesh (1993)
Postmodernity: The age of marketingInternational Journal of Research in Marketing, 10
Steven Best, D. Kellner (1991)
Postmodern Theory: Critical Interrogations
D. Bell (1976)
The Cultural Contradictions Of Capitalism
J. Baudrillard, J. Baudrillard, M. Poster (2002)
Jean Baudrillard: Selected Writings
R. Belk, W. Bryce (1993)
Christmas shopping scenes: From modern miracle to postmodern mallInternational Journal of Research in Marketing, 10
E. Hirschman (1986)
Humanistic Inquiry in Marketing Research: Philosophy, Method, and CriteriaJournal of Marketing Research, 23
E. Gummesson (1987)
The new marketing—Developing long-term interactive relationshipsLong Range Planning, 20
R. McKenna (1991)
Marketing is everything.Harvard business review, 69 1
R. Imrie, J. Morris (1992)
A review of recent changes in buyer-supplier relationsOmega-international Journal of Management Science, 20
D. Jones, D. Monieson (1990)
Early Development of the Philosophy of Marketing ThoughtJournal of Marketing, 54
David Mick (1986)
Consumer Research and Semiotics: Exploring the Morphology of Signs, Symbols, and SignificanceJournal of Consumer Research, 13
R. Shields (1989)
Social Spatialization and the Built Environment: The West Edmonton MallEnvironment and Planning D: Society and Space, 7
E. Gummesson (1991)
Marketing‐orientation Revisited: The Crucial Role of the Part‐time MarketerEuropean Journal of Marketing, 25
D. Brownlie, M. Saren (1992)
The Four Ps of the Marketing Concept: Prescriptive, Polemical, Permanent and ProblematicalEuropean Journal of Marketing, 26
L. Sparks (1990)
Spatial-Structural Relationships in Retail Corporate Growth: A Case-Study of Kwik Save Group P.L.C.Service Industries Journal, 10
E. Brann (1992)
What is PostmodernismThe Harvard Review of Philosophy, 2
S. Kotha (1992)
Mass Customization: The New Frontier in Business Competition
C. Sanders (1987)
Consuming As Social Action: Ethnographic Methods in Consumer ResearchACR North American Advances
A. Giddens (1990)
The consequences of modernity
Elizabeth Wilson (1990)
These New Components of the Spectacle: Fashion and 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.
European Journal of Marketing – Emerald Publishing
Published: Aug 1, 1994
Keywords: Marketing mix; Marketing research; Marketing theory; Post‐modernism
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.