Work

Recycling Postmodern Marketing

Year: 2006

Type: article

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.

Source: The Marketing Review

DOI: 10.1362/146934706778605322

Author: Stephen Brown

Institution: University of Ulster

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W1997446332

FWCI: 4.679

Cites: 15

Cited by: 44

Related to: 10