Staging consciousness: marketing 3.0, post-consumerism and future pathways (original) (raw)

The changing orientation of marketing: an emerging post-modern perspective Strategic Change

᭹ This paper argues that British society, together with the other parts of the post-industrial world, is undergoing extraordinary change. Moreover, this change seems to be affecting all people and institutions.This paper argues that this transformation presents a number of challenges to current marketing orthodoxy and explores how marketing might need to evolve to operate in the emerging mass customization, post-modern, post-industrial environment.

Postmodernism and Marketing: Separating the Wheat from the Chaff

Journal of Macromarketing, 2002

Postmodernism, as a philosophy and a set of doctrines, has made incursions into marketing. The incursion into marketing has given postmodernism visibility among marketing academics. This article argues that there is a need for a critical appraisal of postmodernism's potential contribution to marketing. What has been written so far on postmodernism as applied to marketing tends to be peripheral to the key doctrines of postmodernism. In setting out the postmodernist claims, this article argues that while some of these claims may be defensible, most are not. Insofar as the influence of postmodernism has been benign or progressive, it is because it has dramatized and intensified criticism already under way of the claim that the methodology of the physical sciences represents the only way to certain knowledge. The downside of postmodernism is an untenable extension of this insight that would, if adopted by marketing, be highly dysfunctional.

What postmodernism means to marketing managers

European Management Journal, 1996

Recent aspects of Western life in general and of consumption particularly demonstrate a major trend-that of postmodernism-as we approach the coming fin de sibcle. This article looks at postmodern thinking as it affects marketing. Notwithstanding the strong French influence on this cultural phenomenon, it is suggested that managers all over Europe need to understand the meaning of postmodernism and the message it holds for the discipline of marketing. In particular, the author reviews five widely-held ideas about postmodernism and discusses their relevance for marketing management.

Neomodernism: Towards A Paradigm Shift In Marketing

TURKISH JOURNAL OF MARKETING, 2018

The purpose of this paper was to address the paradigm shift in the philosophy of marketing science. This shift from modernism to postmodernism and now to neomodernism has been providing new perspectives in terms of the generation of knowledge related to marketing theory and practice as well as marketing research. Neomodernism reflects a combination of commonly appreciated facets of the previous paradigms (e.g. Modernism and Postmodernism), and thus presents a more mature and comprehensive perspective. In the paper, first, the emergence of Neomodernism was depicted in a historical point of view, and second, its possible implications for the certain aspects of marketing research, theory and practice were discussed.