Critically evaluate the rise and impact of postmodern ideas on marketing theory and practice.
Where did the ideas come from?
How have they affected the way in which we view the role of marketing in society and how we practice marketing?
Do these ideas have value for marketers?
Include examples of post-modern marketing campaigns in your answer and explain how they differ from more traditional or modernist campaigns.
Indicative reading list
Brown, S. (1993). Postmodern marketing? European Journal of Marketing, 27(4): 19-34.
Cova, B. (1996). What postmodernism means to marketing managers. European Management Journal, 14(5): 494-499.
Fuat Firat, A. (1992). Postmodernism and the marketing organisation. Journal of Organisational Change Management, 5(1): 79-83.
Fuat Firat, A., & Shultz II, C.J. (1997). From segmentation to fragmentation: Markets and marketing strategy in the postmodern era. European Journal of Marketing, 31(3/4): 183-207.
Simmons, G. (2008). Marketing to postmodern consumers: introducing the internet chameleon
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