Attempts to contribute to the growing literature on postmodernism and marketing by
addressing the changes in the market and the corresponding changes that have to take …

Marketing academics have recently been exhorted to embracepostmodernism, the so‐called
“new perspective on life and the humancondition that is sweeping across the globe”. Using …

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 …

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 siècle. This article …

(Vol. 10, No. 3 and Vol. 11, No. 4) is, indeed, curious. On the one hand, postmodernism is
just becoming a recognized discourse within business disciplines, and these special issues …

Most conventional research methodologies both in consumer and business‐to‐business
marketing are modernist in nature, but their applicability in an increasingly postmodern …

Postmodern conditions and re‐evaluations of marketing theory are prompting a re‐
consideration of marketing strategies and methodologies. This paper is concerned with …

Purpose–This paper aims at interpreting the epistemology of marketing. The paper
investigates several research questions, proposing some initial reflections concerning their …

According to the proto-postmodern philosopher, Friedrich Nietzsche (1986, p. 33), a word is
like'a pocket into which now this, now that, now several things at once have been put' …

Unfortunately most of the changes and implications of the postmodern era, the postmodern
marketplace, and the postmodern consumer have not yet been recognised as most of the …