Recycling Postmodern Marketing

Stephen W. Brown III

44 citations0/0 files storedThe Marketing Review

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Marketing and Advertising Strategies Management and Organizational Studies Postmodernism in Literature and Education

Abstract

Ideas take ten years to migrate from the edge to the centre of academic disciplines. Postmodernism is no exception. The concerns and crises that many postmodern marketers were predicting in the mid-1990s are now exercising the leading lights of marketing scholarship. This paper proffers a potted summary of the PoMo phenomenon and identifies its principal characteristics. It also asks whether the leading lights are the right people to take our discipline forward, since they got marketing into its current conceptual, philosophical and methodological mess.

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References

1993Consumer Culture and Postmodernism 2002Cross-Cultural Consumption: Global Markets, Local Realities 2016Market-Led Strategic Change 1992Postmodern Consumer Research: The Study of Consumption as Text 2015Does Marketing Need Reform?: Fresh Perspectives on the Future 1996Sign wars : the cluttered landscape of advertising 2001Marketing – The Retro Revolution 2000Funky Business: Talent Makes Capital Dance

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