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Postmodern marketing: research issues for retail financial services

Postmodern marketing: research issues for retail financial services Postmodern conditions and re-evaluations of marketing theory are prompting a re-consideration of marketing strategies and methodologies. This paper is concerned with research issues arising from these changes and uses the case of retailing financial services as an illustration. Groups of financial services customers, once assumed to be homogeneous, are proving to have individualised needs and are resisting conventional segmentation techniques. Behavioural consistency and orderliness are giving way to fragmentation and market instability in what is described as the postmodern era. Financial service retailers, structured, formalised and risk averse, may find that their preference for uniformity inhibits their ability to serve with diverse, evolving markets. A research agenda is proposed based on a juxtaposition of postmodern considerations and financial services retailing incorporating recent contributions to marketing thought. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research: An International Journal Emerald Publishing

Postmodern marketing: research issues for retail financial services

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
1352-2752
DOI
10.1108/13522750010322098
Publisher site
See Article on Publisher Site

Abstract

Postmodern conditions and re-evaluations of marketing theory are prompting a re-consideration of marketing strategies and methodologies. This paper is concerned with research issues arising from these changes and uses the case of retailing financial services as an illustration. Groups of financial services customers, once assumed to be homogeneous, are proving to have individualised needs and are resisting conventional segmentation techniques. Behavioural consistency and orderliness are giving way to fragmentation and market instability in what is described as the postmodern era. Financial service retailers, structured, formalised and risk averse, may find that their preference for uniformity inhibits their ability to serve with diverse, evolving markets. A research agenda is proposed based on a juxtaposition of postmodern considerations and financial services retailing incorporating recent contributions to marketing thought.

Journal

Qualitative Market Research: An International JournalEmerald Publishing

Published: Jun 1, 2000

Keywords: Marketing theory; Financial services; Post‐modernism; Marketing strategy; Consumer behaviour

References