Initially dismissed as one among many intellectual fads, postmodernism now occupies a prominent position in all manner of academic disciplines. This paper examines the nature of postmodernism, explores its implications for marketing thought and evaluates the likelihood of a postmodern marketing revolution. It concludes that although postmodernity has much to offer the marketing discipline, a paradigm shift is possible but unlikely.
CITATION STYLE
Brown, S., & Bell, J. (2015). Marketing Thought in a Postmodern Era. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 631–637). Springer Nature. https://doi.org/10.1007/978-3-319-13159-7_138
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